Microsoft plans to spend up to $100 million to promote its new search engine Bing. Besides a traditional TV campaign -- All Things Digital has a preview of upcoming ads -- it will include references to the search engine in television scripts and on online video hub Hulu, reports The New York Times.
The first TV ads began running Wednesday proposing Bing as the answer to search overload.
Hulu will run the Bing ads on Monday night in a format similar to a Jerry Lewis telethon -- but without Lewis. It's being called a "Bing-a-Thon" and will star Jason Sudeikis, Olivia Munn and Fred Willard.
The Times quotes Microsoft Senior Vice President Yusuf Mehdi saying:
The key will be whether we deliver a product and connect with people emotionally in the advertising. ...You have to do something a little bit more surprising. It's a very tall marketing challenge and a very tall product challenge.
Bing overtook Yahoo in market share in its first days after launch, reports eWEEK, but only time will tell whether it can hang on to that lead.