As counterintuitive as it might sound, if you’re doing a web search for “cupcake” in the next few weeks, one of the paid search results you may direct you to Honda’s new micro site.

From what I’ve read, Honda’s ad agency has bought thousands of search terms, such as cupcake, chocolate and other non-automotive terms, to direct consumers to a micro site for its CR-V sport utility vehicle which they’ve spun into “Crave”.

Tom Peyton, the senior manager-national advertising for the Honda brand, mentioned that he wants it to become as popular as Burger King’s Subservient Chicken push. “We are very much hoping to catch the same buzz,” he said, but among “cool moms in their 30s.”

I personally think that they missed the mark on this one. The Subservient Chicken campaign, which I am a big fan of, was based around Burger King’s theme, “Have it your way” and the launch of their new chicken sandwich. Makes sense. (check out the site if you don’t know what I mean. Now what cookies and cravings have to do with a small SUV is what I need Honda to help me figure out.