Corbis wanted to communicate the great strides it had made in the area of conceptual keywording, which empowers their clients to search for and find imagery that actually expands their creative options. Secondary objectives were to:- Increase the visibility of Corbis’ fashion-forward, progressive imagery.- Claim and defend the overall concept of keywording, thus supporting and strengthening Corbis’ global advertising campaign. - Create a new “reason to call” thousands of clients and potential clients at an opportune time.

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.

This promotion allowed Corbis to speak very specifically to creatives with the impact and affordability that traditional advertising could not match.- Normally cynical creatives were engaged by a game that was fun, challenging, and offered a tremendous prize.- Elite creatives were given a one-on-one experience – receiving a “Keyword Mania” box, complete with viewfinder and “image wheels.” - The promotion allowed us to all but “take over” two of the most famous advertising events in the world, Clios and Cannes. Such omnipresence was fundamental in spotlighting Keyword Mania time and again.