An integrated campaign - search and interaction is the key in forming user experience. With a TVC ending cut with key word prompts ("Rich Merchant's true Love"), users are driven to a microsite to play a role in the interactive movie. User's interaction and search result can change the play and ending. Combining interactive movies and search functions, 144 combinations of movie clips lead into 12 different endings were created. A real web2.0 branded content with 100% user interaction. Created buzz and viral, 800,000 users discussed potential endings, generated 75,000+ posting alongside the 20million search queries, with 60% growth.

The creative strategy is to make Google look "old-fashioned, serious and boring" while positioning Yahoo! as a young vibrant search brand that is closer to young people's lives. Selecting the hottest topic of the year in the entertainment news which surrounds Rich Merchant's love affair, we created a web 2.0 destination site, involving and engaging for young consumers, and enabling them to look for the answers by using Yahoo!’s new Combo Search functions. Combining interactive movies and search functions, along with psychological analysis to define dating character, 144 combinations of movie clips lead into 12 different endings of Rich Merchant's Love Story. Contact points utilized included: TV commercial, Microsite, eDM, online ads, viral, and press conference. It’s a real web 2.0 branded content with 100% user interaction, the first ever “Online Soap Opera” in Taiwan that enables you to influence the ending of the play in real-time online.

This is a real branded content with 100% user interaction. 75,000+ related postings, thousands of people wrote and promoted the campaign voluntarily. Diaries from 4 characters created buzz and viral 800,000 users discussed endings crazily. Within 4 weeks, it generated 20 million search queries, which is a 60% growth.