This weekend, during the NFC Championship, and the X Games coverage on ESPN, Microsoft's Bing advertising team will be launching a new ad campaign for its search engine with a new tagline, "Bing is for doing." And yes, the "ing" in "doing" is meant to echo the "ing" in "Bing."
The new Bing advertising theme replaces the original theme, "Bing and decide," which presented Bing as a search engine that helped consumers make more informed decisions.
"We thought now is a good time to evolve from decisions to doing," said Sean Carver, director for advertising at Bing, particularly as Bing is aimed at younger consumers, the Generation Y cohort of ages 18 to 34.
Lisa Gurry, Director Bing in a January 20 blog writes, "Bing has traditionally highlighted the decisions people make and now, with this new campaign, Bing will illustrate how decisions enable people to go beyond searching to doing."
Adding further she writes, "These videos are part of a new campaign for Bing, highlighting people doing interesting things."
Adding she said, "Because Bing is for people who do; for people like you who are always doing more and don't have time to sit still."
"So whether you're on your PC or on your phone, Bing has features designed not just to connect you to the information you are looking for, but also to help you get things done right on Bing.com."
"With Bing, you simply get results you can trust that will get you quickly from searching to doing. Bing is for doing."
The campaign will launch with American snowboarder, Kevin Pearce, who was on the path to the 2010 Olympics before a tragic snowboarding accident left him with a traumatic brain injury. Other notable winter sports athlete joining Keving in the ad: Bobby Brown - a freeskier specializing in slopestyle and big air competitions who defines the current state of tricks in skiing, Kaitlyn Farrington - one of world's best half-pipe snowboarders, and Gretchen Bleiler - one of the world's top snowboarders, said Gurry.
Their stories will be shared on TV, online and via social media campaigns -- at www.facebook.com/bing at 1 p.m. PT on Sunday, the 22nd.