The initial phase was an arithmetic scavenger hunt through print, outdoor and online: complicated math problems, with solutions that allowed for login on LinuxOnline, led to another webpage and problem, which led to an application page. The second phase featured inserts: Big Brain detailed how to take care of a big brain. GLAT (Google Labs Aptitude Test) was a techie SAT. Both executions directed applicants to go online or email a resume to Google Labs.

The Google Labs campaign succeeded by any measure: Google received over 2500 qualified resumes. $850,000 in PR coverage nearly doubled the $950,000 media budget, including segments on 60 Minutes and the ABC Evening News, and newspaper articles in the Wall Street Journal and in over 200 newspapers across the country.