Once the Keyword Mania concept was in place, mandatories were agreed upon for actually creating the game. It needed to: - Drive people to the Corbis Website.- Involve interacting with Corbis imagery.- Feature conceptual keywords.- Be simple to enter.- Include an interactive, hands-on version to entice the world’s elite creatives to play.The physical and virtual versions of the game were invented – using a Universal Man the central visual. From that visual starting point flowed print ads, emails, shirts, towels, restaurant placemats, “Keyword Maniacs,” and “illustrated” rickshaws and MINI Coopers.

Keyword Mania was the most successful promotion in Corbis’ history.- Over 100,000 attempts to guess the mystery keywords.- Over 19,000 people entered to win the MINI Cooper- Nearly 40,000 correct entries made.Creative people around the world interacted with Corbis over a six-week period…some after not visiting the site for an extended period of time.