Microsoft in search marketing push

by Media Week, Media Week 26-Feb-08

Microsoft is embarking on a search marketing initiative aimed at promoting itself as a search engine on a par with rivals Google and Yahoo.

It has hired BigSnapSearch.com in a six-figure deal to lead the
marketing push. The promotion is designed around card game Snap, with
users' search words that match pre-chosen winning words flashing up on

users' computer screens.

Prizes, which will be provided by Virgin, will be given away hourly
every day for eight weeks. The campaign, which went live yesterday
(Monday), launched via a dedicated microsite, www.bigsnapsearch.com, as
well as on the existing Live Search site, www.live.com.

Microsoft, working with creative agency Thin Martian, will use on and
offline platforms to promote the campaign, including a 12-day promotion
on Virgin Radio plus a week-long competition with Metro.