Bing IMCJohn Abrams, Hayley Cornwall, Caitlin Green, Bryn Hastings, Trevor Henderson, Michael Stroup

Overall Approach

- Microsoft spent $100 million on Integrated Marketing Campaign to introduce the Bing search engine

- Aimed to influence first adopters and opinion leaders

- Inspired conversation to use the power of word-of-mouth advertising

- Interrelated promotions to increase excitement and generate traffic- Social media- Commercial advertising- Crowdsourcing

- Farmville offered in-game incentives in exchange for becoming fans of Bing on Facebook

- Contributed 400,000 fans to Facebook page- Succeeded in gaining exposure- Useful in spreading awareness, but not necessarily generating

traffic- Facebook fandom does not translate into actual usage of search

engine

Social Media

- “Bing It On” Campaign- Commercials directly

attacking Google- Featured consumers

reviewing side-by-side comparison

- Claimed that users preferred Bing to Google 2:1- “Its time to break the Google habit…”- Mike Nichols.- Google consistently accounts for over 60% of market

share

Commercial Ads

http://www.youtube.com/watch?v=x4Tzfq0BJsU

Bing It On

- Partnered with Donerschoose.org- Users donate between $1 and $5

by visiting site and making Bing their default browser

- Allowed users to be charitable without using own money

- Appealed to the parent, grandparent, and teacher market

- Organized “Student Earth Day Photo Contest”- Photo contest that allowed users

to vote and donate $5

Crowdsourcing

- Announced site before going live- Sacrificed some initial web

traffic generated by statement- Difficulty in gaining market

share- 63% of people were already

happy with their search engine

- 25% of target market tried Bing, but ultimately lacked loyalty

Overall Results

"Bing’s Online Marketing Launch Strategy." BigTuna Interactive RSS. N.p., 18 Mar. 2010. Web. 05 Oct. 2013. Warren, Tom. "Microsoft Launches Nationwide 'Bing It On' TV Campaign to Challenge Google." The Verge.Vox

Media, Inc, 6 Sept. 2012. Web. 5 Oct. 2013. Gotlieb, Jerry B., and Dan Sarel. "Comparative Advertising Effectiveness: The Role of Involvement and Source

Credibility." JSTOR. N.p., n.d. Web. 05 Oct. 2013. "Volunteer Opportunity with : Microsoft's Bing Gives $1 Million to Schools Through Crowdsourced Campaign

Causecast for Nonprofits." CauseCast for Nonprofits, 26 Nov. 2010. Web. 05 Oct. 2013. "The Bing Student Earth Day Photo Contest Finalists." Bing Blogs. Microsoft, 14 Apr. 2010. Web. 7 Oct.2013. Haber, Ben. "Bing Begins Massive Marketing Campaign | RaceTalk PR and Social Media Blog." Racetalkblog.com.

Racepoint Group, 4 June 2009. Web. 05 Oct. 2013. Edwards, Jim. "JWT's $100M Campaign for Microsoft's Bing Is Failing." CBSNews. CBS Interactive, 16 July 2009.

Web. 05 Oct. 2013. Morrissey, Brian. "Microsoft's Bing Faces Uphill Battle." AdWeek. AdWeek.com, 15 July 2009. Web. 05 Oct. 2013. Yarrow, Jay, and Kamelia Angelova. "CHART OF THE DAY: This Is What Microsoft Is Getting For Its Big Bing

Investment." Business Insider. Business Insider, Inc, 13 July 2011. Web. 05 Oct. 2013. Blodget, Henry. "Can We Please Stop Pretending That Microsoft's Bing Is Doing Well?"Business Insider.Business

Insider, Inc, 29 Apr. 2011. Web. 05 Oct. 2013. Yarrow, Jay. "CHART OF THE DAY: Microsoft's Share Of The Search Market Is Finally Bigger Than

Yahoo's." Business Insider. Business Insider, Inc, 11 Jan. 2012. Web. 05 Oct. 2013.

References