InfoSpace taps Peppercom to boost brand awareness

BELLEVUE, WA: Technology company InfoSpace has selected Peppercom as its AOR to work on brand awareness and corporate communications.

BELLEVUE, WA: Technology company InfoSpace has selected Peppercom as its AOR to work on brand awareness and corporate communications.

Picked by the company after a multiple-round RFP process, Peppercom's efforts aim to raise awareness of the Dogpile search engine (http://www.dogpile.com/), said Ted Birkhahn, MD at the agency.

The consumer-awareness campaign opened in late March. It centered on a Dogpile application that allows the Web site's users to create April Fools' Day cards starring Alfie, its mascot.

Peppercom will also reach out to media outlets that cover issues related to search engines.
Consumer outreach will increase in scope during the next two months, Birkhahn added.
The consumer campaign will target women, the predominant users of the site, he noted.

"A lot of people see [Dogpile] as an alternative search product, [knowing] that it does compile everything that is out there," said Birkhahn. "If you're looking to explore the Web in relation to fashion, for example, Dogpile is a great place to be. It will bring you things you are not going to get by just using one search engine."

He declined to go into further detail about strategy of the campaigns that had not yet launched.

The Dogpile's Web site funnels its findings of the four major search engines - Google, Yahoo Search, Microsoft Live Search, and Ask - into one list of results. InfoSpace sites have a base of about 4 million users.

The goal of InfoSpace, which also owns search sites MetaCrawler, WebCrawler, and WebFetch, is to increase user participation and market share during the campaign.

Eight Peppercom executives from its New York and San Francisco offices are working on the campaign, Birkhahn said. The budget was not disclosed.

Peppercom also worked on corporate communications for InfoSpace this year, aiming to boost awareness of Dogpile among investors. It is also working on many InfoSpace digital marketing initiatives, including viral marketing efforts, he said.

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