MRY created “The Bing Summer of Doing,” a digital campaign designed to spotlight how Bing searches are informed by a user’s social network by promoting activity-based search terms.
Every day during the summer of 2012, we launched a new theme and a different 'doing' search word across a range of social platforms, including 140 Facebook posts, 160 Tumblr posts, 1500 tweets, 12 Foursquare lists, 18 Pinterest boards, 15 Spotify playlists, 4 Instagram contests, and a roster of experts to lend their insights.
During 'Eating' week, for example, you could nosh and nibble your way via “food trucking”, “dim summing”, “wine tasting”, “picnicking”, and so on. We partnered with photographers and typographers to turn each daily search into a stunning branded visual—reminiscent of Bing’s homepage. Users that searched our promoted keywords and shared their results through Bing’s new built-in features were entered to win prizes that would bring their Bing searches to life.
"Summer of Doing" went viral, generating more than 500,000 likes, 40,000 comments and over 25,000 shares. The first month of the campaign broke Bing's FY record for Earned Media Buzz, increasing product conversation by over 60 percent.