“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