August 6, 2009
Bing-vertising - Microsoft Follow's Ask's Lead
There is an unwritten rule somewhere deep in the universal order of things that says when a search engine tries to use television to advertise its services, that search engine will make a damn fool of itself. That bizarre coordination of chromosomes which makes advertising executives the kind of beasts they are seems to switch from weird to weirder when it comes to planning a campaign for a search engine. Ask Ask.com about that rule, they'll tell ya how absurd, strange and truly squibby ad-execs get when thinking about how to market a search engine to the general public. Earlier this year, marketers were excited to learn that Microsoft was going to devote over $100million to push, prompt and otherwise pull people to their new search engine Bing. Already an early darling of the search marketing industry, Bing has been in the forefront of the news lately due in part to the deal with Yahoo and in part to their determination to challenge Google in the search sphere. This week and next, Bing is likely to end up in the news again, this time for a less compelling reason, unfortunately, a FAR less compelling reason... Bing has jumped off the cliff of calm, reasonable persuasion and opted for an ad based on a jingle, "Bing Goes the Internet” by Jonathan Mann. Jonathan Mann was winner of a contest held by Bing to select a jingle that best reflects the mission and excellence of Microsoft's new search engine. Unfortunately, this one turns out to be slightly less sharp than Chicks with Swords... Enjoy...