It’s true that Microsoft has entered into the search game quite late, but MS begun marketing it’s Live Search services to make the general public aware about it’s Windows Live Search and to get more users.
Microsoft started publishing full page newspaper ads and sponsoring TV shows. The idea behind the new marketing push is that if they sponsor shows on networks like mtvU and England's Channel 4, then Live Search might make its way into the mainstream. Although it might be more expensive way of makign awareness. There is no second doubt about the services, and Windows Live Search will be much better off in the long run.
mtvU Quad Squads: "Traditional college rivals settle their differences in the business arena on mtvU's Quad Squads. A new product needs a plan, and two teams of four marketing students give their best pitch. The winners get prizes, professional cred and, of course, glory for their school." The winner, gets a shot at a Microsoft internship.
Channel 4 Codex: This show looks like a pretty cool concept. It's an interactive TV show that lets viewers at home crack codes and delve deep into historical knowledge along with those on the show.
Also look at: mtvU's Quad Squad takes on Windows Live Search