Bing Farmville February 2010

We love firsts. Like making Bing the first brand to integrate with Farmville, a property with over 82 million engaged users.

We created a simple engagement within the Farmville game that introduced users to Bing in exchange for some virtual currency. We followed up the engagement on the brand’s Facebook page with valuable content relevant to not only Farmville (e.g., how to decide how to use your farm cash and find the best tricks and tips on the web), but to the target demographic in general.

The results? Stunning. Deep Focus acquired over 425,000 Facebook fans for Bing in one day, making their fan base larger than Google’s at the time. Further, fans acquired through this campaign turned out to be twice as likely to use Bing repeatedly. Not to mention this campaign was named one of the “Best-Ever Social Media Campaigns” of all time by Forbes in August 2010.

Bing and Deep Focus followed this opus up with another engagement through the Zynga network of games, this time concentrating on feature and benefit education. This time, the campaign roughly doubled Bing’s Facebook fan base of likers.