A group at the Yahoo Search Marketing Awards awarded its "Search Light" award for creative use of Internet search advertising to Honda. It was given to the carmaker for the website they setup to promote their Element car. The site features a handful of games but is pretty funny if you're a fan of talking crabs and such. To promote the site Honda bought search keywords such as "hairy" and "fuzzy." Those keyword buys drove 40 percent of all traffic to the site, which is a success I think by anyone's standards.

That's great but how about letting us know how many of those visitors stuck around on the site and then how many of them actually intend to buy an Element based on the campaign? Isn't that the key to successful advertising campaigns? Otherwise this is all a bunch of self-congratulatory back-slapping to me.