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Ben Hollom - Marketing Director, M2 Bespoke

Ben Hollom – Marketing Director, M2 Bespoke

By Ben Hollom

Bing has launched a new version of its Bing It On Challenge, which aims to prove to users that Bing´s search results are better than Google´s.

The initiative was first started in September 2012 and offered a comparison of search results for the same queries on both search engines, without telling users which results came from which engine. Users were then asked to choose which results they found more relevant to their search. Bing stated that two in three users selected Bing´s results.

According to the search engine, more than 25 million people have taken part in the Bing It On Challenge since it was launched, by visiting the special website where side-by-side comparisons could be made. Despite the fact that many users preferred Bing´s results, they still continued to use Google for the majority of their searches, Bing said.

That is why, the new version of Bing It On aims to show consumers that using Google is nothing but a habit and to help them break the routine by proving Bing´s results are better and include unique features, such as rollover video preview and instant translation option on the homepage.

Microsoft´s search engine is also launching an ad campaign, which will be rolling out in the US initially. The ads will be featured on TV and online and will depict what happened when the residents of Topeka, Kansas, tried the challenge. The city became famous when it took the name Google, Kansas, in 2010, when it attempted to win a bid for Google Fiber.

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Ben Hollom

May 9, 2013