In Mexico City there are certain areas where streets are named after famous writers of world literature. When someone searched for one of these streets using Google Maps, the results list showed the address searched along with an advertisement related to the writer, his most famous book and a link to the online store.This way users could buy that book or any of the almost 100 authors used to name those streets. Advertisements for almost 100 writers were generated.

The results were very encouraging: 500,000 average impressions.5,000 clicks everyday.