Microsoft is starting the campaign this week with a series of ads that it hopes will surface “the latent dissatisfaction” that many users are experiencing when they search. Microsoft then plans to roll out a series of ads that will focus on the theme of the “search overload syndrome” by likening the vague and often unrelated answers that search engines currently yield to the kinds of answers people typically get when asking family members specific questions. In July, Microsoft will begin to air more product-specific segments focusing on Bing Travel, Bing Shopping, Bing Health and other specific vertical segments.
Microsoftはまた、ユーザーの口コミを構築するために製品のファンベースの増加も図る。現在、Bing専用のFacebookページを開発中で、Twitterでも「tweet and decide」というキャンペーンを展開する。そして、メンバーがその日のBing.comのホームページデザイン向けの写真を提出し、コミュニティが投票するというコミュニティプログラムも用意するという。
Microsoft also is trying to build consumer buzz around Bing by creating more of a “fan base” for the product. The company is developing a Facebook page for the engine, launching a “tweet and decide” Twitter campaign and building a community program via which members can submit photos for consideration for the day’s Bing.com home page design, which will be voted on by the community.
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