I saw a Sony Blu-ray ad somewhere near the Central Library in Causeway Bay. In addition to the product models and features, there is also an invitation to go online and visit the Sony website. But what attracted me is that the ad also included an illustration to go to a search engine and type in “Sony Blu-ray” in the search box. This is a good attempt to make a connection between an offline ad (in this case a billboard) and online presence of the brand.
I would expect Sony is pretty certain that it ranks well for such branded keyword.
I guess it is easier now to go to search engines and type the query, than to type the long URL. Browsers have search forms so that visitors don’t need to go to the search engine websites to type the terms; they just enter search queries one the search form provided.