Bing pushes 'social first' strategy with new campaign
Microsoft is shifting to a 'social first' marketing strategy for Bing, as it attempts to loosen Google's stranglehold on the UK search market.
It is launching a digital and TV campaign this week, which is intended to reposition Bing as a tool for making everyday life easier.
Following a social-media push earlier this year, in which Bing asked British consumers what they would ‘most like to do’, it selected an entrant whose dream was to climb a tree in the Amazon, and filmed it for the TV ad.
The campaign, created by Beattie McGuinness Bungay, introduces the global strapline ‘Bing is for doing’ to the UK market.
Peter Maxmin, director of product marketing at Bing, said the drive aims to put the brand’s loyal customers at the heart of its marketing, rather than ‘preaching’ to them.
The activity comes ahead of the UK launch of Bing’s ‘social search engine’.
This article was first published on marketingmagazine.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Global Production Director Dynamic New Alliances £90000.00 - £130000.00 per annum + relocation package , South Korea
- Social Media & Web Guru - FMCG! GoodEgg Digital £45k + Bonus + Car and Terrific benefits, Gatwick, W Sussex (20 mins from London and Brighton)
- Marketing Campaign Coordinator / Manager Ninesharp £37 per hour, Liverpool
- Assistant Campaign Manager Better Placed Recruitment negotiable, Manchester
- OgilvyOne loses BA business
- Majority of 15m Twitter users in the UK follow a newspaper
- Iris and Cheil big winners at MAA Best Awards
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Twitter attracts more ads, but rates tumble 67%
- Greenpeace protests outside Saatchi & Saatchi London office