SendMail

PPC Ad Management – Leveraging Geek Cred for Sendmail

Sendmail is the “post office of the internet”, managing transmissions from one email portal to another. Furthermore, as one of the six founding applications of the Internet, it had high credibility at such websites as Slashdot.org.

These two banners show how we leveraged this “geek cred” to warm up a cynical audience. “Come home to the mother ship” is a recruitment ad; the flying saucer beams down a familiar Sendmail logo. “If you can read this” generated over 2% clickthroughs without making any offer of any kind: the letters that type out are a line of Sendmail configuration code, and users who click to show they recognize it are taken to Sendmail’s developer site.

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