Can Bing Catch Google? Microsoft Spends Millions on ESPN, Jay-Z Partnerships

January 26, 2011  |  

(Fast Company) — Microsoft is reportedly spending about $100 million (a low estimate, an industry source tells me) marketing Bing, the only formidable competitor to Google left in the search-engine game. Loads of that cash is heading toward the myriad “search overload” commercials you’ve likely seen. The company also invested tons in a generous cashback rewards program. It launched innovative advertising partnerships with Jay-Z and theSundance Film Festival. And on Monday, Microsoft announced that it’s teaming with ESPN for a feature football series leading up to the Super Bowl.

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