King Inc. conducted research on search engines, internet demographics, and top search providers and competitors to position King as an innovative search engine for their targeted audience. The campaign utilized traditional and non-traditional media including direct mail, internet, viral video, and guerrilla marketing tactics to capture attention and introduce King's cashback feature to generate more purchases through King. The objectives of the campaign were to increase awareness among 35 million people in their target audience and generate 5,000 more purchases through King.

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