Some PURLs of Wisdom —Sherburne

The campaign kicked off with a personalized e-mail message that directed the individual to Google (search) his/her name to find out more. A name search brought up a sponsored link featuring his/her name and a personalized message from tw telecom linking to a personalized Response URL microsite, which featured a humorous variable data video. The site also offered special incentives for scheduling a meeting with a representative from tw telecom.