Traffic from Mountain Dew’s “Stay Sharp” Campaign

Traffic from Mountain Dew’s “Stay Sharp” Campaign

Looking for the Mountain Dew’s “Stay Sharp” website?
Visit staysharp.tv to view the Mountain Dew MDX commercials and the answers.

Otherwise – read on…

An earlier post about this TV campaign has inadvertently drawn much organic search engine traffic from people looking for the commercials and answers online. Hence the link to the StaySharp.tv site above.

Web analytics reports for this blog show these are traffic-driving StaySharp-related keyword phrases for the past week (most to least popular):

  1. mountain dew stay sharp
  2. stay sharp mountain dew
  3. staysharp.tv
  4. stay sharp tv mountain dew
  5. staysharp.com
  6. mountain dew stay sharp test
  7. mdx stay sharp test
  8. stay sharp mdx
  9. staysharp.com+mountain dew
  10. staysharp, mountain dew
  11. mountain dews stay sharp tv
  12. mountain dew mdx stay sharp test
  13. mt dew sharpness test
  14. mountain dew sharp test
  15. mountain dew- how sharp do you feel
  16. staysharp-mountain dew
  17. stay sharp dew
  18. staysharp tv
  19. staysharp tests
  20. mountain dew staysharp.com
  21. stay sharp test dew
  22. stay sharp test mountain dew
  23. www.staysharp.com dew
  24. mountain dew (stay sharp tv)
  25. staysharp
  26. mdx stay sharp commercials
  27. stay sharp, mountain dew
  28. mountain dew stay sharp
  29. stay sharp answer, mdx
  30. stay sharp tv- mountain dew
  31. staysharp.tv
  32. mountain dew stay sharp commercials
  33. answer at sharp dew
  34. mountain dew + staysharp.com
  35. stay sharp mt. dew
  36. stay sharp pizza
  37. mountain dew, stay sharp
  38. staysharp dew
  39. mdx mountain dew-stay sharp
  40. mountain dew stay sharp
  41. mountain dew – stay sharp
  42. mt dew “stay sharp”
  43. mdx stay sharp
  44. sharpness test mountain dew
  45. mountain dew mdx stay sharp
  46. stay sharp tv and mountain dew
  47. stay sharp,tv,mountain dew
  48. stay sharp sharp mountain dew .tv
  49. stay sharp+mountain dew
  50. stay sharp mt dew
  51. staysharp .com
  52. staysharp mdx

This list is varied in phrasing, spelling and combinations, which will be of no surprise to SEOs. And as predicted, I wasn’t the only one who didn’t see the .tv extension in the commercial. The keyword list above shows others also searched on staysharp.com (granted some may have been looking for Stay Sharp Diamond Tools, but I don’t think so because this was over a holiday weekend).

My blog post isn’t the only listing pushing staysharp.tv down on the search engine results page (SERP). If you search on mountain dew stay sharp on google.com, staysharp.tv is 4th on the SERP. It’s a very short listing, easy to miss. The listing immediately below in 5th place is a forum for discussing commercials that viewers hate. Here’s a short snippet of the SERP:

Google SearchWhat should be done to increase StaySharp.tv’s ranking?
More strategically placed keywords, for starters:

  1. Revise the HTML page title for StaySharp.tv to include words people are searching on and will recognize; such as “Stay Sharp with Mountain Dew MDX” or “Get answers for Stay Sharp Mountain Dew MDX commercials”.
  2. Add a description metatag that includes the keyword phrases above, in a way that makes sense to readers. This will add a couple of teaser lines below the staysharp.tv SERP listing, making it more visible and noticeable.
  3. Add more keyword-rich HTML text to the landing page,which is mostly flash and images. This text can be inserted lower on the page (below the flash movie) and still be effective for search engines.

I also suggest buying some pay-per-click search engine ads to handle the spelling variations in Stay Sharp, mt dew and corral unusual phrases such as “mt dew sharpness test”.

This case shows once again the importance of thinking through (e.g. using personas), testing campaigns that require your viewers to do somethingwhile the campaign unfolds, and then checking to see what actually happened.

  • How likely will events unfold just as you planned?
  • What might derail your plans (your viewer) and cause unplanned outcomes?
    (This is why major brands kitchen-test the recipes they post on their websites)
  • Check your Web analytics direct access, search and referrer stats for surprises.
    What potholes developed that you didn’t foresee?
    What are you going to do about them?

Comments?

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Before closing… If you found the above useful, you may want to read about another interesting case of what can happen when marketers haven’t thought enough like their customers, Bell Beavers, Frank and Gordon, on OneDegree.ca.

Since early 2006, Bell has used two nutty beavers, Frank and Gordon, in many of their campaigns. On the Internet. On TV. On the backs of buses.

Bell registered the URL frankandgordon.ca but not gordonandfrank.ca. OneDegree registered gordonandfrank.ca and redirected it to onedegree.ca. As recently as three weeks ago, the URL gordonandfrank.ca, which leads to onedegree.ca, is still the “most requested article” on OneDegree.ca.

Read about what Frank and Gordon have taught us, on OneDegree.ca.

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June Li
ClickInsight

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By |2019-05-17T11:57:21-04:00December 27th, 2006|0 Comments

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