The campaign appears on searches for the names of directors who inspired/influenced me, either stylistically or professionally (or both). Since all these directors have turned up here during the making of Souvenir November 2001, I figured ads using their names wouldn't be gratuituous, but relevant. In addition, I figured someone who searches for a director's name (especially one of these directors) would be a nice audience for the site and the movie; they're presumably interested not only in independent film, but in the filmmaking process, too. And if we share interest in these directors specifically, well... Here's an example of the ads:
Damn you, Wes Anderson!
You made me want to make a movie,
so I did. click to read about it.
I spent $10 for each name/ad combination, which, bought about 7-800 impressions (at the retail $15CPM). With this spending cap, the duration of each ad was determined by the frequency of Google searches for each director's name. Next: results data and analysis for the campaign.