THE BING SUMMER OF DOING
Bing created socially-enhanced features in 2012, and wanted to get a hyper-social generation to try (and talk about) them. This led to their "Summer of Doing." Every day a new action word was celebrated through a series of artistic imagery paired with highly-specific Bing searches, like...
Each social post I wrote for this campaign got massive amounts of organic impressions (and, since this was in 2012 during the frontier days of branded Facebook, quite a few spam replies). We used the momentum to launch Bing's Pinterest and Spotify presences.
Case study below.