Bing Pushes To Build Marketshare Through “Bing It On” For Faster Airport Wifi

bing it on wifi

I got a surprise recently on my trip through Orange County’s John Wayne Airport. When I tapped into the free wifi there, I was offered a “premium connection speed upgrade” if I took Bing’s Bing It On challenge. It turns out Bing has been doing this in several airports since March.

Bing told me:

Bing began rolling this out in late March and it’s currently being offered in 13 airports.  As you experienced, as an exchange for people taking a few minutes to take the challenge, they receive free, upgraded premium Wi-Fi access while at the airport.

The airports you’ll currently find it at are:

  • Boston Logan (BOS)
  • Buffalo (BUF)
  • Baltimore (BWI)
  • Indianapolis (IND)
  • Los Angeles (LAX)
  • Minneapolis-St. Paul (MSP)
  • Oakland (OAK)
  • Omaha Eppley Airfield (OMA)
  • Providence-TF Green (PVD)
  • San Diego (SAN)
  • San Francisco (SFO)
  • Sacramento (SMF)
  • John Wayne-Orange County (SNA).

I took the test when I first encountered this, and I guess the speed did feel a little faster. On another trip through the airport, I found that if I agreed to the test then abandoned it, the wifi still worked and seemed as speedy. Shhh, keep that between us.

It’s another in a long-line of interesting ways that Bing has tried to reach out to consumers. I actually found the ads around the pitch for faster wifi, which you can see above, more interesting, with the message that the town that renamed itself “Google” to win Google Fiber prefers Bing, at least according to Bing.

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Related Topics: Channel: Consumer | Microsoft: Bing | Microsoft: Marketing | Top News


About The Author: is a Founding Editor of Search Engine Land. He’s a widely cited authority on search engines and search marketing issues who has covered the space since 1996. Danny also serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan.

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  • RedLeader

    Gaaaah! That grammatical error in that big banner ad on the right is so distracting to me, haha. “…the town that once changed it is name to Google.”

  • Durant Imboden

    Clever promotion, but what percentage of the search population (even the business search population) will it reach?

  • Steve

    I’ve taken this Bing challenge 4 times already.. 3 for Bing and 1 for Google. But guess what?? I still use Google. A challenge like this isn’t going to compel me to switch search engines. I’m just used to Google, and unless Bing is significantly better, it’ll be hard to get me to switch.

  • Steve

    Yes, but my point is, I still use Google because it’s what I’m used to. I’m sure it’s the same with many people.

  • Steve

    Nope. Amazon cards aren’t going to make me switch. I might do it temporarily just for the promotion, but not because I really want to use Bing. That’s like bribery.

  • Alex M

    So you prefer Bing searches over Google (as you noted), and would receive free gift cards versus getting nothing. How would using a product you like better and that offers you more value be like bribery? Sounds to me like common sense…


    I find it funny that Bing advertises through Google Adwords and their PPC looks identical to Adwords manager. You can also import your Adwords campaigns straight into Bing! Their PPC isn’t bad and we did get hits from them, but they just don’t carry enough traffic to justify the cost of using them.

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