Bing Wins Big With Brand Connection

How Emotional Marketing Worked for Bing.

Bing launched in June of 2009. Its product launch was a huge success, largely due to the use of emotional marketing to create a brand connection. Bing (for those of you living under a Google rock) is a search engine.

According to a recent Big Tuna Interactive blog, in order to build an emotional connection for your brand, companies should use, “word of mouth, and relationship marketing.” Some tactics required to do this include “talking to friends and family, writing for blogs, and participating in online conversations through social communities, etc.”

Below are some of the ways that Bing won big with its brand launch:

  • Bing found ways to connect with its audience and online visitors. They had a budget for social media and used it well.
  • They used crowd sourcing to drive traffic, by opening the homepage to photo contests.
  • Bing connected to most of the key social media players. Since they could not know who would get the message out most effectively, they were sure to contact ALL of them.  Bing used creative contests to reach the audience.

Bing’s branding efforts resulted in a highly successful launch. Connecting emotionally with your audience prior to launch, will help ensure that your product is a success.


Vickilynn is a Novelist whose first book "Waving Backwards" was published in July 2015. She is also a Blogger at Adoptionfind Blog. Previously, she was a Freelance marketing copywriter at OpenView.
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