The Search Wars: With Jingles Like This, Microsoft’s Bing Can’t Lose!

by on August 7, 2009 · 16 comments

We’ve written a lot lately about Microsoft’s efforts to reinvent itself, first rebranding its Live search engine as the Bing, and then partnering with Yahoo! to make Bing the search engine on Yahoo!’s still-impressive empire of content and services. But if Microsoft is going to beat Google in Search 3.0 and master shifts in the driving paradigms of the Internet from search and browsers to ubiquitous integration of social networking and other paradigms as yet unforeseen, Microsoft will need more than just brilliant engineering: They’ll need clever marketing.

So it seems that the software titan is turning to user-generated advertising, such as this gem:

WARNING: Battlestar Galactica spoiler: Google may well be in danger of losing its monopoly on cool to Microsoft if Bing can get at least four of the Final Five Cylons to volunteer as back-up singers in a promo video contest.

Google clearly considers Microsoft a threat, having recently launched an ad campaign of its own for its Apps services, which compete directly with Microsoft Office.

  • http://enigmafoundry.wordpress.com eee_eff

    Berin, please tell me that you are being sarcastic when you say “this gem.” If you are, I have some respect for you. If you're not, I feel sorry for you that you this warmed over piece of astroturfing contains any shred of quality.

    Google may have something to worry about, but before they have to worry about Microsoft, they have to worry about 50,000,000 other eventualities, such as the much more likely scenario of General Motors reinventing itself as an internet company built around a new search engine called the Edsel II….

  • http://techliberation.com/author/berinszoka/ Berin Szoka

    EF, I'm really hurt that you actually had to ask that! After all this time…

    OF COURSE I was kidding! Hence, my snide comment about the backup singers.

    But. I do have to admit, the jingle is annoyingly catchy.

  • http://enigmafoundry.wordpress.com eee_eff

    Berin:

    I had to ask because you guys do tend to support MS, and I've been getting spam saying something like “have you tried this new search engine…” with links to the bing site…

    These are the same guys that thought up the name zune….

  • http://enigmafoundry.wordpress.com eee_eff

    Berin, please tell me that you are being sarcastic when you say “this gem.” If you are, I have some respect for you. If you're not, I feel sorry for you that you this warmed over piece of astroturfing contains any shred of quality.

    Google may have something to worry about, but before they have to worry about Microsoft, they have to worry about 50,000,000 other eventualities, such as the much more likely scenario of General Motors reinventing itself as an internet company built around a new search engine called the Edsel II….

  • http://techliberation.com/author/berinszoka/ Berin Szoka

    EF, I'm really hurt that you actually had to ask that! After all this time…

    OF COURSE I was kidding! Hence, my snide comment about the backup singers.

    But. I do have to admit, the jingle is annoyingly catchy.

  • http://enigmafoundry.wordpress.com eee_eff

    Berin:

    I had to ask because you guys do tend to support MS, and I've been getting spam saying something like “have you tried this new search engine…” with links to the bing site…

    These are the same guys that thought up the name zune….

  • http://enigmafoundry.wordpress.com eee_eff

    Berin, please tell me that you are being sarcastic when you say “this gem.” If you are, I have some respect for you. If you're not, I feel sorry for you that you this warmed over piece of astroturfing contains any shred of quality.

    Google may have something to worry about, but before they have to worry about Microsoft, they have to worry about 50,000,000 other eventualities, such as the much more likely scenario of General Motors reinventing itself as an internet company built around a new search engine called the Edsel II….

  • http://techliberation.com/author/berinszoka/ Berin Szoka

    EF, I'm really hurt that you actually had to ask that! After all this time…

    OF COURSE I was kidding! Hence, my snide comment about the backup singers.

    But. I do have to admit, the jingle is annoyingly catchy.

  • http://enigmafoundry.wordpress.com eee_eff

    Berin:

    I had to ask because you guys do tend to support MS, and I've been getting spam saying something like “have you tried this new search engine…” with links to the bing site…

    These are the same guys that thought up the name zune….

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