With the holiday season fast approaching, advertisers have pulled all the stops to display their very best holiday themed advertisements. Bing, the third largest web search engine owned by Microsoft, is no exception. The company has partnered up with a whole cast of holiday characters in the hope of attracting people to their site. And with steep competition such as Google and Yahoo! they are ensuring this marketing campaign is unique to their competitors.
The overall strategy involves numerous advertisements that utilizes humorous situations featuring the characters of the holiday classic. Every character has a problem that they use Bing to solve, the end result shows them successfully pleased with choosing Bing as a search engine. There are four different scenarios Microsoft has planned to use for its Bing campaign. One of them features the Abominable Snowman (named Abominable) searching for a more ferocious roar. Another showcases a few characters searching for a vacation getaway that happens to be on an island of misfit toys.
Microsoft has bought seven slots to run this campaign on national TV. They plan on running these four thirty second commercials from Thanksgiving until Dec. 21st. The goal isn't frequent exposure, but rather high impact for the viewer. While I am not a user of the Bing software, I find these ads to be rather appropriate for this time of year. Not only that, but with a holiday classic like Rudolph the Red Nosed Reindeer, Bing is bound to get more exposure and recognition from the campaign.
For additional information about this campaign strategy, you can find the full article here.
Watch the Abominable BING Ad here.
This is a cute ad idea for this time of year, the characters are ones that everyone knows and puts thiem in a different setting then the classic movies.
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