Microsoft has plans to announce an advertising campaign with JiWire that will focus on enticing users to try out its search engine Bing in exchange for free WiFi where available.
The campaign is being supported by JiWire’s mobile advertising network, which reaches about 20 million unique users monthly. The Bing campaign will run across WiFi hotpsots in airports and hotels nationwide.
“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,” David Blumenfeld, senior vice president of strategy and business development at JiWire told MediaPost.
The campaign launched in September at thousands of locations, has attracted between 30 percent and 40 percent of users to Bing, according to Blumenfeld.
So far the campaign has been a success for Microsoft. “The typical online engagement rates for ads range between .1% and .2%, so when you think of what we’re seeing, it’s off the charts,” he says.
“Let’s just say the campaign has performed well above average and Microsoft plans to continue the promotion.”
JiWire runs an opt-in program called Ads for Access, which allows advertisers to offer users something in exchange for their time, such as watching a video or taking a survey.
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