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Daniel Craig's Blonde Bond Popular Online: Opportunities for Search Marketers

Authored by Hitwise on November 24, 2006 - 11:50am.
We issued a news release today on the most searched for celebrities in the UK. Daniel Craig came in at #2 on the list (behind Faith Brown, contestant on I'm a Celebrity Get Me Out of Here). In putting together the release, we noticed that searches for "james bond" had overtaken searches for "borat" and perennial favourite "harry potter" in the week of the release of Casino Royale.

Despite controversy surrounding the "blonde Bond" prior to the film's release, UK internet users are showing a strong appetite for Daniel Craig and Casino Royale.

The share of UK internet searches for "james bond" have been soaring in recent weeks, up nearly seven times in the past four weeks and the share of searches for "casino royale" were up nearly eight times.

The share of UK internet searches for "daniel craig" soared last week, up 3-fold in the past week and up 38-fold in the past four weeks. Using the Hitwise Search Term Suggestion tool, I was able to see that after the term "daniel craig" the top search term that included the actor's name was "daniel craig naked" (likely fuelled by his Ursula Andress moment in the film). Also, searches for Daniel Craig outweighed those for Tom Cruise by a factor of six last week, despite his highly publicised wedding last week.

Movie theatres seem to be missing a trick

In the past four weeks, 17% of searches for "james bond" sent visits to the Sony Pictures website, 15% sent visits to the unofficial James Bond website and 11% sent visits to Wikipedia.org. Similarly, 35% searches for "casino royale" sent visits to the Sony Pictures website, 16% to the Internet Movie Database and 12% sent visits to www.mi6.co.uk.

Movie theatres seem to have done little to capitalise on interest in the latest Bond film through search engines. Search engines accounted for 44% of upstream visits to websites in the Hitwise Entertainment- Movies category last week. However, the cinemas aren't receiving visits from searches for the most popular film online. In the past four weeks, "casino royale" was the top movie related search term sending visits to Movie websites, and the #9 term overall sending visits to the category.

In advance of the film's release, my local UGC cinema was heavily promoting an advance screening and advance ticket sales inside the theatre. With the ability to locally target paid search engine listings, theatres seem to be missing a good opportunity to acquire customers online.



Note. This post originally appeared on Hitwise blog here.

Related Link:
Weekend Read: Daniel Craig Marks New Era For The James Bond Empire
tags: Internet | Marketing | Metrics | Movies | Search | James Bond | HitWise | Heather Hopkins | Daniel Craig |



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