Last Summer, a 28 year old copywriter named Alec Brownstein decided that he would much rather work at a “really creative shop for really creative Creative Directors.”
While searching for a new place to work in, Alec Googled the names of his favorite creative directors, and noticed that there were no sponsored links attached tot he names. Knowing that people like to google their own names, Alec decided to purchase the creative directors’ names on Google Adwords.
“Everybody Googles themselves,” Brownstein explained. “Even if they don’t admit it. I wanted to invade that secret, egotistical moment when [the creative directors I admired] were most vulnerable.”
Since the names Alec bidded on were not high competition keywords, he was able to get the top search spots for a measly 15 cents per click. And his plan came into fruition: whenever someone googles the names he has purchased, the following message will appear on the top of the page – Hey, [creative director’s name]: Goooogling [sic] yourself is a lot of fun. Hiring me is fun, too” with a link to Brownstein’s website, alecbrownstein.com.
Within a couple of months, Alec got calls from all but one of the creative directors whose names he had purchased, and at the end of the year, received a job offer from two: Scott Virtrone and Ian Reichenthal of Y&R New York.
The total cost of his Google Campaign? $6.