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Bing’s Online Marketing Launch Strategy

Date Published: Mar 18, 2010

Bing is good!

The launch of Bing in June of 2009 was a very thought out and integrated online marketing strategy. Below are the key learnings from Tuesday, March 16′s SXSW session titled “Bing: admit it, you thought it would suck”:

Bing had a strong online marketing campaign to launch their product which emphasized an emotional connection to a brand. Word of mouth, relationship marketing provides 40% emotional proximity to the brand. Tactics to pull this off are talking to friends and family, writing for blogs, participating to the online conversation through social communities, etc.

Social Media

Bing really sought out to connect with their audience and online visitors. They wanted to be intimate with their users while providing a strong search experience. Over 72% of users who clicked on their facebook ad became fans. Through a media buy with Farmville, Bing obtained over 400,000 fans through that campaign. If they became a fan of bing, Farmville gave them 3 credits. This was a media spend done through a cost per engagement buy. Believe it or not, farmville has more users than twitter.

People often forget that “media” is part of social media! Having a paid budget for social should be a core component of your media buy.

Leverage Crowd Sourcing

Bing opened up their homepage to photo contests. This is another nice crowd sourcing approach to drive traffic and build evangelists.

Key management learnings:

  • You don’t know anything: you can’t always predict with social media. Bing reached out to the key players in social media {Mashable, All things D, Web Pro News, Read Write Web, Search Engine Journal, Danny Sullivan, Search Engine Land, etc}. They couldn’t predict who would pass the message the furthest.
  • Bing had their interns come up with a bing jingle contest. They offered $500 for the jingle. Not a big story, but Mashable and TechCrunch picked up the contest. The funny part is the TechCrunch author thought that it was terrible and the campaign actually went viral. Within weeks, the video winner created a video mocking the TechCrunch author and the campaign took off from there.
  • Integrate across different channels. Bing had a strong traditional budget but used it in innovative ways. They bought an entire commercial time slot for the Daily Show. They showed a quick commercial and than gave Daily Show visitors 2 extra minutes for the show.

In summery, the Bing: admit it, you thought it would suck session at SXSW was my favorite panel. The speakers all had good personalities and were transparent about their campaign. Bing is a much better search engine than it was a year ago and it will only get better.

1 comments

Ryan Cowles

Mar 21, 2010

14:29:44

#1

Although I still don’t really use Bing, I do have to agree, they did a great job in the marketing aspect!

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