BINGATHON by Creative Artists Agency for Bing

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BINGATHON

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Industry Search Engines
Media Direct marketing
Market United States
Agency Creative Artists Agency
Creative Director Ned Mcneilage, Jesse Coulter, Ben James
Producer Rob Paine
Released June 2009

Credits & Description

Category: Product Launches
Advertiser: MICROSOFT
Product/Service: BING SEARCH ENGINE
Agency: CREATIVE ARTISTS AGENCY
Date of First Appearance: Jun 8 2009 12:00AM
Entrant Company: CREATIVE ARTISTS AGENCY, Los Angeles, USA
Director/Executive Producer: Brian Beletic (Smuggler)
Executive Producer/Client: Sean Carver (Microsoft)
Executive Producer/Client: Eric Hadley (Microsoft)
Executive Producer/Client: Yusuf Mehdi (Microsoft)
Executive Producer: Brian Carmody (Smuggler)
Executive Producer: Lisa Rich (Smuggler)
Chief Creative Director: Jae Goodman (Creative Artists Agency)
Creative Director: Jesse Coulter (Creative Artists Agency)
Creative Director: Ben James (Creative Artists Agency)
Creative Director: Ned McNeilage (Creative Artists Agency)
Content Manager: Jay Brooker (Creative Artists Agency)
Content Manager: Arrow Kruse (Creative Artists Agency)
Producer: Rob Paine (Smuggler)
Writer: Vanessa Coblentz (Smuggler)
Writer: Kim Howitt (Smuggler)
Production Company: (Smuggler)
Media placement: Digital Video - Hulu - 8 June 2009

Describe the brief/objective of the direct campaign.
As Microsoft prepared to launch their new search engine, bing, their research uncovered the fact that the most likely people to try a new search engine were also the most likely ad-avoiders. The Objective: reach people who tend to avoid advertising, and get them to try bing. The Strategy: Create a piece of newsworthy, engaging content that informed, entertained and compelled consumers to try bing.

Explain why the creative execution was relevant to the product or service.
Bing’s positioning is that bing is not a search engine, it’s a decision engine. Throughout the bing-a-thon, hosts encouraged viewers to use bing and decide the outcome of a segment. For example, if enough viewers binged, a little girl in the audience would get a puppy. (She got eight puppies.) Show segments also helped viewers explore specific features. For example, SNL’s Jason Sudeikis led a fifth-grade class in the Bing Price Predictor Freeze Dance which used Bing Travel to determine when kids should dance or freeze, while simultaneously determining the best time for Jason to buy an airline ticket.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The bing-a-thon was the first-ever interactive live show on Hulu, and the most-watched live show ever on Hulu – beating the Obama inauguration and live concerts. The bing-a-thon was a comedic faux telethon featuring star talent from Saturday Night Live, Best In Show and Wall-E. The hosts encouraged viewers to influence the on-stage action by using the new bing search engine, which was located directly below the hulu viewing window. Viewers were entertained and informed while actually using bing. The show was advertised on the internet featuring the shows hosts.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
After a fifteen-second sneak-peek, pre-roll, one-in-six Hulu viewers chose to watch the bing-a-thon, and stayed for an average of twenty-six minutes. The bing-a-thon was the most-watched live show ever on hulu – beating the Obama inauguration and live concerts. During the 81 minutes the bing-a-thon was live, it was the #1 trending topic on twitter. The bing-a-thon was featured twice in the New York Times and countless other media outlets, generating over 60-million impressions and helping bing gain significant market share against its much bigger rival, Google.