Microsoft has adopted a novel approach to encouraging web users to ditch Google in favour of its own Bing search engine, by awarding points for searches made on the platform which can then be redeemed for music and movies.
Designed to erode Google’s near monopoly in search the incentives initiative is being rolled out in the UK today following a successful launch in the US last year and is being marketed as a ‘rewards program’ for adopting Microsoft’s services.
Anyone interested in making the switch need simply sign up via their Microsoft account, from which time all Bing searches and Microsoft Store purchases will be eligible for points, which can then be redeemed against additional goodies.
Outlining the concept to Wired Kevin Stagg, head of consumer marketing at Microsoft, said: “The points can be redeemed for a number of Microsoft offerings. These might include free movies and music, or entry into larger prize sweepstakes.”
For those who amass the most points one-off prizes are available including a walk-on role in Charli XCX’s new music video.
Microsoft faces an uphill challenge to dethrone Google however, with the most recent statistics showing that Google’s market penetration has reached 85.74% - far in excess of Bing at just 10.07% and Yahoo which languishes on just 3.16%.
The rewards roll-out will continue over the next few weeks in France, Germany and Canada.
in an effort to perk up its offer Bing introduced a new logo last year; including a colour change from yellow to green.