LookSmart Uses GoMODELS to Stage Protest

Internet pioneer LookSmart wanted to get noticed at the Search Engine Strategies Convention in New York City. GoGORILLA was (logically) called, and staqed a mock protest against the high prices of Pay-Per-Click advertising. GoMODELS (the “protesters”) handed out branded manifestos and buttons, chanted and marched with protest signs, made speeches about LookSmart’s superior services, and generally caused a nerdy ruckus. The protest then moved inside the convention hall in a long procession, with models still chanting, holding signs and handing out branded material. Consumers could pose for instant Polaroid photos with Models and a strong-man cutout. Apparently another, bigger search engine was annoyed with the promotion, which was precisely the point.