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Honda ad campaign wins Yahoo search award

Elinor Mills Former Staff Writer
Elinor Mills covers Internet security and privacy. She joined CNET News in 2005 after working as a foreign correspondent for Reuters in Portugal and writing for The Industry Standard, the IDG News Service and the Associated Press.
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Elinor Mills

An advertising campaign for the Honda Element SUV that features an opossum, a crab, a platypus, a burro and a rabbit has won an award for creative use of Internet search.

More than 100 attendees at the Yahoo Search Marketing 'Search Light' Awards in New York voted Wednesday. Internet advertising agency RPA Interactive created a Web site with an online game and humorous videos of the different animals conversing with a Honda Element.

The search ad campaign included keywords such as "funny," "freaky" and "hairy," as well as inexpensive keywords such as "possum," to fit in with the campaign's animal theme, Yahoo said. RPA Interactive reported that 40 percent of all referrals generated by the project resulted from the search advertising campaign.