I've noticed a new call to action: "search online for". For instance, the radio ads promoting Orange's "I am" campaign in the UK close with "search online for 'I am'" and Channel 4 TV ads simply display a search symbol with the text "search for Channel 4".
This is a departure from giving customers a web address to remember, or certainly giving them a toll-free number to call. It is also recognition that search is the thing. Most web surfing experiences these days begin with a search engine - so why not make your call to action relevant to the user experience?
There are a few side benefits of this approach. You can, to some extent, control what your customers and prospects are searching for. This means you'll be more likely to connect with those people, i.e. they won't get led astray by other competitors and unrelated companies who show up for your keywords, or keywords you haven't anticipated. It also means that you have a better chance of controlling your pay per click (PPC) costs. You don't have to guess what keywords your customers are most likely to use. You do, however, have to make sure that you show up on page one of all search engines.
Another benefit is that you can separate out campaign traffic from general brand traffic. Customers searching for their nearest Orange store could search for "Orange," "Orange mobile phones" or "Orange Chelsea", while customers searching for the campaign can do as they've been instructed and search for "I am".
It also means that you can use less attractive URLs. The "I am" URL is www.i-am-everyone.co.uk. So on the radio, it would be "visit us online at 'I dash am dash everyone dot co dot uk'." It doesn't make for very punch ad copy.
Finally, using "search for" as a call to action aids in a brand being able to "own" a word or phrase. If Orange wants its customers to associate the brand with "I am", telling them (on the radio) or showing them (in print or on TV) is not nearly as powerful as getting them to type the message into their web browser - this helps fix the term in their mind as being associated with that brand.
Below are the search results for "I am" across Google, Yahoo!, MSN and Ask. As you can see, not only does Orange have two PPC ads per search engine, they are in the top 10 natural search results for each. (Click on the image to see the details.)
Interestingly, Channel 4 did not run PPC ads; their number one natural search result must have given them confidence. Things change fast in search, however; I hope they are checking their search rankings frequently.