America is the land of free speech, tweets, posts, comments, check-ins, and snapchats. So, to cut through the clutter and volume of content that people see on their social networks every day, we had to create something truly compelling.

To cut through the clutter and volume of content that people see on their social networks every day, we had to create something truly compelling.

To capture their attention, we debuted the Bing Summer of Doing: 56 days of artist-fueled imagery and visually stunning content designed to promote a different search word every day. Partnering with well-known photographers and typographers, we spread this eye-catching content across a plethora of social platforms. The campaign's ever-changing look reinforced Bing's visual take on search, and drove record-breaking results: increasing product conversation by over 60%.

Consumers liked it. A lot. Within 56 days, and on Facebook alone, the campaign drove over 19,995 shares, 8,600 comments, and 423,600 Likes – accounting for a 1,665% increase in viral spread.

In the first month alone, the campaign broke Bing's full year record for earned media buzz – increasing product conversation by over 60%.

Fans flocked to Bing’s social platforms, resulting in across-the-board community growth:

– Pinterest: 813%

– Tumblr: 1,451%

– Foursquare: 38%

– Twitter: 23% (not to mention 11,700 @mentions of Bing)

– Facebook: 8%

We ended the 56-day campaign with a total earned reach of over 97.5m and a 108% lift in awareness of the new Bing (Nielsen Brand Effect).