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Bing IMC

Bing IMC. John 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

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Bing IMC

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  1. Bing IMC John Abrams, Hayley Cornwall, Caitlin Green, Bryn Hastings, Trevor Henderson, Michael Stroup

  2. 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

  3. Social Media • 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

  4. Commercial Ads • 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 • “Bing It On” Campaign • Commercials directly attacking Google • Featured consumers reviewing side-by-side comparison

  5. Bing It On • http://www.youtube.com/watch?v=x4Tzfq0BJsU

  6. Crowdsourcing • 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

  7. Overall Results • 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

  8. References • "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.VoxMedia, 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 CrowdsourcedCampaign Causecastfor 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 KameliaAngelova. "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?"BusinessInsider.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.

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