Scroogled ad campaign works; 53% of viewers have new feelings toward Bing
A survey of viewers has found that more than 53% of those who mentioned Google in their response to the ad said that they would look at Bing in a new light, or get more information on the search engine. Ace Metrix's executive VP of marketing, Jonathan Symonds, said that with Bing trailing Google by more than 50 percentage points when the Scroogled campaign began, just getting the 53% to consider Bing was a major victory for Microsoft.
Still, the mean-spirited ads are less effective than other ads run by Microsoft that mostly compare Bing and Google, according to Ace Metrix. Microsoft is using the Scroogled ads to try to win over more hard-core Google users while running the comparison spots to attract those who have no favorite among the search engines. The negative ads might win over Google users, but at what cost to Microsoft? According to Ravi Dhar, a professor of marketing at Yale, negative political ads end up hurting the approval ratings of both sides in the long run. For now though, Microsoft has created a new verb and has helped Bing gain notoriety at Google's expense.
source: AdAge via MicrosoftNews, WMPoweruser
This story is part of:Microsoft's 'Scroogled' campaign (11 updates)
27 November Scroogled! Microsoft hits Google below the belt againYesterday we showed you the latest ad for the Surface 2, one of Microsoft's latest tablets, which bashed the Apple iPad for lacking several useful key features. Apparently, the Redmond giant's strategy to make cheap shots about the competition is not at all over yet...
21 November Microsoft selling real anti-Google ‘Scroogled’ tees and mugsMicrosoft has long started an anti-Google smear marketing campaign with the ‘Scroogled’ motto, but now it takes it to another level by actually launching a store where…
16 October Scroogled ad campaign works; 53% of viewers have new feelings toward BingSince last November, Microsoft's Scroogled ad campaign against Google has highlighted some actions that are not exactly consumer friendly, according to the guys in Redmond; we're talking things like mixing paid ads with search results, leaving ads in Gmail accounts, and other actions not considered customer friendly. The original idea behind the campaign was to get people to switch to Bing for their everyday search needs...
10 August Microsoft once again goes on the offensive against getting ScroogledMicrosoft has launched its most recent attack against getting Scroogled. No, this has nothing to do with that filthy rich billionaire Duck from Disney lore who jumps into all of his money that he collects inside a vault. That's Scrooge McDuck and besides, the origin of the Scrooge name goes back to author Charles Dickens...
10 April Microsoft keeps Scroogled fire burning: new ad criticizes Google Play store privacyMicrosoft is on a roll with the Scroogled ads. After it launched its anti-Google ad campaign bashing the search company for going through your emails to place relevant ads...
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