Microsoft has, in the past, positioned its Bing search engine as a “decision engine.” The idea was that it was more than just a search engine; it would find relevant information to help people make decisions better and faster.
Now, it appears the company is re-positioning Bing from a “decision engine” to one that helps people actively “do.”
Bing’s Lisa Gurry introduced a new ad campaign for Bing in a blog post Friday. The new campaign highlights “people doing interesting things,” she wrote. “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.”
The purpose, Gurry wrote, was to point out that Bing not only pulls up information but helps people “get things done right on Bing.com” — including making dinner reservations or sharing links with Facebook friends.
The new ads feature the story of snowboarder Kevin Pearce, among others. Here’s a look:
[do action=”custom_iframe” width=”640″ height=”360″ src=”http://www.youtube.com/embed/V8NUda4AU-I
(Video from Bing’s YouTube channel.)