In 2007, IAC (IACI) spent $100 million marketing its search engine Ask.com, but search market share only sank from 5.2% to 4.3%.
But then, at the beginning of this year, search share actually rose.
A Nascar sponsorship, Ask.com president Scott Garell told the Sports Business Journal.
Since 2009’s beginning, Ask has directed nearly all of its much-reduced $10 million marketing budget toward sponsoring a Nascar group, racing team and TV ads during races.
“We’ve seen very strong results,” Garell told SBJ. “It shows the activation is working.”
Who else should consider getting themselves a Nascar?
Bing? Microsoft (MSFT) is spending between $80 million and $100 million advertising its re-branded search engine already. What’s another $10 million on Nascar, if it’s proven to boost search market share.
Yahoo? Yahoo (YHOO) is in the midst of re-branded itself as “your home on the Web” or something like that. Why not put a purple car on the track at Daytona?
AOL? The only problem here is that we’re guessing most of the people who watch Nascar already have AOL.com as their home page.