Bing pushes 'social first' strategy with new campaign
By Sarah Shearman, marketingmagazine.co.uk, Tuesday, 19 June 2012 08:30AM
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
- International Account Director - Media Agency (Benelux & Scandinavia Regions) Silverdrum £45,000 + benefits, London (Central), London (Greater)
- Global Business Director Twist Recruitment £90000.00 - £100000 per annum, City of London
- Senior Digital Marketing Manager - £60K - Fashion - Buckinghams Salt £55000 - £65000 per annum, Buckinghamshire
- Italian Marketing Executive, Travel, Soho Blue Skies Marketing Recruitment £27000 - £30000 per annum, Benefits: +Bonus & Benefits, London
- Private Bank - Digital Marketing, eCRM Campaign & Marketing Operations Manager - Associate - London J.P.Morgan JPMorgan Chase & Co. offer an exceptional benefits program and highly competitive compensation., Knightsbridge
- Oreo eclipses The Sun in celestial stunt
- Katharine Viner becomes first female editor-in-chief of Guardian News & Media
- Why Viacom spent £120m extending Channel 5's Big Brother deal for three more years
- Tesco media review pits Initiative against MediaCom and ZenithOptimedia
- Comparethemarket.com offers two for one cinema tickets with Meerkat Movies
- Google's European leader says viewing habits are 'changing dramatically'