Microsoft in search marketing push

LONDON - Microsoft is embarking on a search marketing initiative aimed at promoting itself as a search engine on a par with rivals Google and Yahoo.

The six-figure marketing promotion is designed around card game Snap, with two randomly generated cards turning over following every user search.

Prizes, which will be provided by Virgin, will be given away hourly every day for eight weeks for any matching pair. The campaign, which went live yesterday (Monday), launched via a dedicated microsite,, as well as on the existing Live Search site,

Microsoft, working with creative agency Thin Martian, will use on and offline platforms to promote the campaign, including a 12-day promotion on Virgin Radio plus a week-long competition with Metro.