ADVERTISING CASE STUDY

“HOW MICROSOFT CREATED A SEARCH ENGINE FOR A NEW GENERATION” -DROGA5 FOR BING

María Agustina Taborga & Emelina Nyqvist CWK3 Effie case

BACKGROUND DESCRIPTION

USAGE OF SMARTPHONES

*The mobile movement study

• Wide market • Allowing interaction on the go • Necessary device

THE CLIENT User friendly search engine Works differently than other search engines or map products Designed to be a visual experience Helping clients to understand it better without overload them with information Main competitor to Google

PROBLEM DEFINITION

Problems: • • • •

Loosing clients to Google Maps Not gaining enough young audience Bing share was below 10% Google is a 12-year-old product, meaning most teenagers associate Internet with Google

Objectives: • The need to change the Bing perception to a younger audience (African Americans in particular, age 18-25.)

• Move users from light, to medium and heavy usage.

• Take advantage that Google didn't have a “cultural view” (music & art)

SOLUTION PROPOSED

A collaboration between Bing and the launching of Jay-Z´s new autobiography A one month campaign, an integrated game that gave clients a sneak pick of the book Follow the clues and pages and assemble the book 5-10 pages were released each day

Based on placing pages in specific locations in Jay-z’ life, if there were no places they were created 300 pages at the same time all over the world

THE PRICE? Decode all 200 clues using Bing Maps and get The Jay-Z Lifetime Pass, for two people to any Jay-Z concert anywhere on the planet for life.

ANALYSIS OF RESULTS AND CASE EVALUATION

OUTCOME • • • •

Global buzz Word-of-mouth Clear usage of target “Win-win” for all parties

• A campaign that combined advertising with technology

*The mobile movement study

A campaign that is taking advantage of all medias and places of use Creating mobile interaction

The average player engagement was over 11 min/visit.

Daily active users in Facebook, Twitter and radio

Increased relevance among the target

In 1 month Bing increased 11.7 % visits

1 month Entered the global top 10 most visited sites for the first time.

Huge media coverage Celebrity interaction

Jay –Z Facebook fan page grew to 1 million people The Decoded book, was a bestseller for 19 weeks

IMPACT Over 1 million visitors Six-times expected buzz Media value two-times the investment Introduced Bing maps to a new generation • Proved that interaction is key (not traditional media) • • • •

LAST ADVICE Even though the campaign was a success itself, nothing guarantees continuous usage.. ..more interactive campaigns = more traffic

THANK YOU /Agustina & Emelina