The bing-a-thon was the first-ever interactive live show on Hulu, and the most-watched live show ever on Hulu – beating the Obama inauguration and live concerts.

After a fifteen-second 'sneak-peek' pre-roll, one-in-six Hulu viewers chose to watch the bing-a-thon, and stayed for an average of twenty-six minutes.The bing-a-thon was a comedic faux telethon featuring star talent from Saturday Night Live, Best In Show and Wall-E. The hosts encouraged viewers to influence the on-stage action by using the new bing search engine, which was located directly below the hulu viewing window.Viewers were entertained and informed while actually using bing.

During the 81 minutes the bing-a-thon was live, it was the #1 trending topic on Twitter.The bing-a-thon was featured twice in the New York Times and countless other media outlets, generating over 60 million impressions and helping bing gain significant market share against its much bigger rival, Google.

The plan was entirely contingent on getting a film accepted to the Sundance Film Festival. So we spent the summer months researching story and filmmakers.Once the film was shot, all we could do was wait and hope.The, we heard that “Para Fuera: A Portrait of Dr. Richard Bing” was one of 71 short films accepted to Sundance from 6,000+ entries.At this point our plan kicked in. Microsoft let the festival know that they were the producer of this film, and would like to create a sponsorship in support of their film.

This led to the creation of the “bing bar” which was perhaps the most buzz-worthy spot at the entire festival. Talent – filmmakers, actors, etc. embraced bing as “not just another sponsor” and were more than happy to have their premiere parties, after parties, special screenings, filmmaker panels, concerts, and press events at the bing bar.

Awareness of bing among Sundance Festival attendees was over 90%.Influencers – our key target – embraced bing. No talent fees were paid to any filmmakers, actors, etc., yet they came to over twenty bing bar events in just seven days, and spoke on camera about both their film projects, and bing’s Sundance premiere.

These in-person events and on-camera interviews generated over five-hundred million impressions on Wonderwall, MSN, and in global print, television, and digital media.