Bing's social marketing team, along with Waggener Edstrom has been working with HerCampus to make the search brand more acceptable and relevant to college students.
Dorm decor, fall school fashion, and search engines? Microsoft wanted to show young women that its Bing search engine is worth checking out, so when it threw down the gauntlet last week encouraging people to test its search engine against Google's, it worked with HerCampus.com to get the word out to influential collegiate women.
Bing's social marketing team, along with Waggener Edstrom has been working with HerCampus since early summertime to make the search brand more acceptable and relevant to college students. But the Bing branding that took over the site for the Bing It On challenge last week was a continuation of a more integrated effort.
"Search engines aren't sexy," and marketing a search engine to college women is "difficult," said Windsor Hanger, co-founder, president and publisher of Her Campus Media. Hanger founded the online magazine for college women during her senior year at Harvard in 2009. HerCampus has 200 campus-specific sites across the country from Amherst College to University of Washington.
This summer, Bing hosted exclusive parties for influential women on campus in New York, Los Angeles and Atlanta. "They wanted to get fun, popular, trend-setting college women to come to these search engine parties," said Hanger.
But not just anyone could come. Bing and HerCampus ensured party goers were part of the in-crowd by requiring they request an invite through Facebook Connect. Women with enough Facebook friends and Twitter followers were allowed to pass through the velvet rope. The social media connection made sense as Bing aimed to promote its new social features.
"We wanted to make sure there was exclusivity to the party, and wanted the right people - we wanted influencers," Hanger said.
In addition to the parties and a splashy site homepage take over on HerCampus last week, the site featured posts about the Bing It On challenge.
Simply go to bingiton.com, type in five random search queries (Ryan Reynolds? Fall internships? Jimmy Choo boots?), and compare the two side-by-side results windows that appear. You won't know which list is Bing's and which is Google's.
"We deliver marketing messages in an authentic way to our national and segmented audiences," said Hanger, noting that advertisers send the HerCampus copy points and its student writers help convey those messages in ways that are relevant to college-age readers.
While today's HerCampus sponsor is online shoe retailer JustFab, the Bing relationship isn't the site's only tech advertiser. In July, HerCampus held a conference for all of its writers in New York, and Intel branded the event to promote its Ultrabook technology. The processor maker has run several campaigns with the site publisher, said Hanger.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT