Though technologically dated, this campaign (targeted at music aficionados) remains a conceptual fave. Excite's music search capabilities were excellent, and diggin' up name associations felt like a chameleon way to show off the search tools' scope, plus showed how quests often lead to unexpected finds. No connections within the campaign’s introductory “arrow” are arbitrary, showing off my familiarity with crossword puzzle construction. Excite.com was later acquired by Ask Jeeves.