MSN has launched a dynamic search marketing campaign for cricket scores. The campaign was implemented by interactive agency media2win. The new campaign has a unique approach. Ads get dynamically created and hosted on Google the moment content on the site gets updated. This provides the user an instant answer to the search queried. The campaign begins with the ICC Champions trophy. Cricket scores get updated periodically and the creative that is hosted on Google too gets updated immediately.

Venkata Ramana, Search Head says, “The challenge in SEM is to ensure that the searched keyword delivers a compelling creative and points to the right page that provides an answer to the users query. We translated this requirement by developing a tool that automatically generates keywords, writes & publishes the creative the moment content on the site updates. This ensures an immediate connect to the search keyword and will drive quality audience to www.msn.co.in”.

Krishna Kumar, CEO, Media2win said, “We have always believed in providing innovative solutions to our clients marketing needs. We have done that with our creative work but this time around we used technology. MSN India (www.msn.co.in) is a dynamic website that updates every few minutes and in certain sections like LIVE cricket; every few seconds. This exercise is just one step in the demonstrating the power of www.msn.co.in as a destination to all user requirements.”

Krishna Prasad, Head of Programming, said, “We at MSN India are very happy with what Media2win has created, yet another innovative way to reach out to consumers and tell them the story that we have unique and exhaustive content for our users”.

MSN claims that it received about 72,000 hits through the ad on the day India played West Indies during the ICC Champions Trophy.