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Microsoft rolls out another Bing It On campaign against Google

Golf clap
Thu Oct 10 2013, 15:16

STRUGGLING INTERNET SEARCH OUTFIT Microsoft apparently has decided that people have been without marketing pokes aimed at Google and kicked off another of its Bing It On advertising campaigns.

Microsoft likes to offer comparisons between it and Google, or as it calls the firm, Scroogle, and repeatedly swaggers into view with a forced pun and a comparison of services.

Bing It On is no exception, and comes swathed in wheezes. The very indulgent among you can elect to watch some comical videos where Microsoft takes an actor into the streets of London and does a search test that involves taking pullovers off people.

We watched only one, but there are three. In the one we watched Bing was best, and we assume - correct us if we are wrong - that the other two follow the same story line.

Microsoft offers an explanation for the video. "Which search engine gives better quality results, Bing or Google? We know that many of you would likely answer Google - it's time for that to change! We are delighted to announce that in blind tests, using the UK's most popular web searches, more people picked Bing than Google*," it said.

"See what happened when we took the Bing It On challenge to the streets of London. You may be surprised by the result!"

You might be. We weren't. It appears that Microsoft has spent good marketing money on proving that a some people would select a Bing search result over a Google one, if it was delivered in a vanilla format.

"Bing was preferred more often. Out of 1,000 searches carried out, Bing search results were chosen 53 [percent] of the time, whilst Google results were chosen 34 [percent] of the time and 13 [percent] of searches were draws," it said in a Bing UK blog post.

"34 [percent] of people picked Google in our study and you may be part of that minority. But given that most Britons actually preferred Bing results, there is a pretty good chance that you might be better served by using Bing as your main search engine. Isn't it time to find out for yourself? Ding ding; it's time to"

You can try it out for yourself by going to the Bing It On webpage and indulging it while it asks you to make five searches. We had a go, and Google won.

Bing of course offers its users a different background every day of the week. Google infamously shuns this with a white background, and occasionally indulgent Google Doodles. µ


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