Microsoft’s Bing and JiWire rolled out an advertising campaign, that lets consumers gain free WiFi Internet access at participating hot spots in exchange for one search on the Bing engine. Supported by JiWire’s mobile advertising network, which reaches about 20 million unique consumers monthly, Bing’s nationwide campaign runs across WiFi hotspots in airports and hotels. The campaign aims to make more people aware of Bing and allow them to try the search engine, according to David Blumenfeld, senior vice president of strategy and business development at JiWire. “We’re all creatures of habit, so giving away free Internet access in exchange for one search on Bing is a great way to change user behavior,” he says. JiWire’s opt-in program, known as Ads for Access, allows advertisers to give consumers something in exchange for their time. Sometimes it means watching a video ad or taking a short survey.