Microsoft's Bing: Mere 'decision engine' no more

Summary:Microsoft is launching a new ad campaign for its Bing search engine. The message "Bing is for doing."

When Microsoft and ad agency JWT launched a campaign back in 2009 to brand Microsoft's Bing as a "decision engine" rather than a "search engine," Microsoft was hoping to reposition the search category.

This weekend, during the the NFC Championship, and again during the X Games coverage on ESPN, Microsoft will take its Bing advertising campaign to the next phase.

"Bing has traditionally highlighted the decisions people make and now, with this new campaign, Bing will illustrate how decisions enable people to go beyond searching to doing," according to a January 20 post on the Bing Community blog.

The message is Bing is more about helping people decide; it's also key to enabling them to do things. "Bing is for doing" is the new tagline of the ad campaign created by Publicis Groupe's Razorfish.

Here's one of the ad spots that will be highlighted:

<a href="http://www.bing.com/videos/browse?mkt=en-us&amp;vid=e0b69573-e6bb-4d7d-b1e9-a949d063e263&amp;from=sharepermalink&amp;src=v5:embed::" target="_new" title="Bing is for #Doing: Kevin Pearce’s Story">Video: Bing is for #Doing: Kevin Pearce’s Story</a>

Bing surpassed Yahoo in terms of U.S. search marketshare last month, according to comScore. But Google still holds 65.9 percent share, compared to MicroHoo's combined 29.6 percent.

Topics: Microsoft

About

Mary Jo Foley has covered the tech industry for 30 years for a variety of publications, including ZDNet, eWeek and Baseline. She is the author of Microsoft 2.0: How Microsoft plans to stay relevant in the post-Gates era (John Wiley & Sons, 2008). She also is the cohost of the "Windows Weekly" podcast on the TWiT network. Got a tip? Se... Full Bio

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