Microsoft is giving Bing a huge marketing push this holiday season to capture the minds of people using Google. Their marketing theme is based on the characters from Rudolph the reindeer. Microsoft licensed the rights to the characters from Rudolph’s 47-year-old holiday special after convincing their owners that the Bing commercials would further enhance reindeer’s story among the public.
There’s no mistaking the common theme in the four Rudolph ads produced for the Bing promotion. The ads are all done in the same stop-motion puppet animation used in the original 1964 TV special. One features Bumble the Abominable Snowman using Bing to get ideas for a more fearsome roar. Another shows some of the characters turning to Bing for suggestions on a vacation that leads to a getaway on an island of misfit toys.
Microsoft has bought seven slots on national TV to run those four 30-second ads. The company is going for high impact rather than high frequency and is placing those ads during holiday-themed specials, starting with “The Simpsons” on the Fox network on Thanksgiving night and ending on Dec. 21 during “South Park” on the Comedy Channel. Microsoft isn’t buying time during the Rudolph special, though, which CBS is broadcasting next Tuesday and Dec. 10.
Given the huge costs involved in buying seven slots on TV for 30 seconds, Microsoft is confident that these ads will make people to try Bing atleast once this holiday season ! ! Bing it..
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