Turn text to a html link, is it possible?

[XaoZoov]

I am wanting to have certain keywords from forum posts only (not subjects) link back to products in our store. I have seen a ton of websites out there do this and I wanted to do this with vBulletin. Is this possible?

Example:

Subject: "Pencil breaking"
Message Body: "I was coloring with my pencil the other day and I broke it."

I would like to have the word pencil in the message body only link to a URL in our store like "http://www.mystore.com/pencils" but not the the word pencils in the subject line.

So far I am a million times happier switching out phpBB to vBulletin, I have added several mods, purchased a few others, I think this is about the last step and I'm done and ready to start on the 3.7 upgrade.