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(Hosting-NewsWire.com, November 13, 2012 ) San Francisco, CA -- Microsoft’s Bing, the embattled search engine, spent big money in order to wn Politico on election day. The move was made in order to drive political junkies toward Bing’s Election “real-time news, results, polls, and social trends.”
Microsoft shelled out $80,000 for the single day, and according to the Politico Chief Revenue Officer Roy Schwartz, that is more than double the $35,000 per-day cost of a normal calendar day.
The Bing Election purchasing efforts began at the end of October. Politico is a partner along with Real Clear Politics, The Cook Political Report, Huffington Post, and Associated Press, according to Bing press release. The Microsoft search engine has also fingered Facebook and Twitter as what they call “exclusive partners,” in the providing of social data.
"We have a very focused and targeted [marketing communications] campaign in effect for Bing Elections that includes many partnerships, including Politico," a Microsoft spokesperson told Ad Age in an email. "We're partnering with Politico in many ways, including sponsoring tonight's Politico election night party, content distribution and advertising elements."
The search brand recently elected to send out question relating to the elections to all its social media followers. Some questions were silly, while others were on the more serious side. All received large result and comment numbers. “Which candidate worked at Baskin-Robbins ice cream shop?” Bing asked its Facebook followers, which elicited more than 1,000 comments. The answer: The President, Barack Obama.
Such questions were clearly utilized in order to get individuals thinking about particular products, rather than serious political topics, there was a simultaneous effort by Politico for the more politically-savvy individuals.
Bing was not the only company piece that spent big money for election-day work. Norfolk Southern, a freight railroad company with over 30,000 employees spent some big bucks, purchasing a large home-page in order to put themselves in front of the politically minded. WashingtonPost.com was part of an targeted state and federal policy-makers strategy.
Norfolk’s homepage purchase was part of the company’s year-long deal with the Post that was agreed to in 2011. "A lot of the discourse that is aligned with the election is in line with what Norfolk Southern cares about: the economy and jobs and prosperity," said Jaqui Hannigan, VP- of Media for RP3 that was hired by Norfolk.
She explained that the company has a broad strategy to emphasize the importance of railroads in the U.S. economy.
Exxon Mobil also made its push for notoriety during the election-day hoopla, sponsoring CNN.com’s Election Center and running ads on the National Journal’s home page. It also purchased space. United Healthcare ran ads on the NYTimes.com Political section’s homepage. About RankedResults.com:
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Benjamin Wrights
4157669098
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Source: EmailWire.Com
Source: EmailWire.com
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