Microsoft Says Goodbye To “Scroogled” Ad Campaign

Scroogled petitionMicrosoft’s “Scroogled” ad campaign, which attacked Google over paid inclusion in shopping and Gmail over privacy, is coming to an end.

KQED reports that Microsoft will stop TV, newspaper and social media ads promoting the Scroogled message:

“That part is about finished,” Stefan Weitz, Microsoft senior director of online services, said on Thursday.

Microsoft launched the Scroogled campaign last November to attack Google’s all-paid-inclusion shopping search results. Our stories below cover more about this:

In January, Microsoft restarted the Scroogled campaign, this time attacking Gmail, alleging privacy issues with it. Again, our past coverage:

For a longer review looking at the Scroogled pullback, see our story at our Marketing Land sister-site, Microsoft Dropping “Scroogled” Ads That Attack Google.

Postscript: Stefan Weitz emailed me and said that KQED didn’t fully represent what he said about the campaign. He apparently intended to convey that the campaign was winding down, not because it was ineffective, but on schedule. He argues that Microsoft needs to run less paid media now to educate consumers:

As the issue has jumped into the mainstream and is becoming more present in everyday Americans’ minds, the amount of paid media we need to run to raise awareness is decreasing. That the campaign has jumped from mainstream back into the technosphere (see the RSA conference this week where Google’s GC again avoided the core issue) shows how it’s not just about ads running – it’s about the substance of the problem. We are definitely not dropping the campaign issue when we see things like 114k people from around the world have signed the petition and we’ve seen over 3.5MM people head to the Scroogled site.

Related Topics: Channel: Consumer | Google: General | Google: Gmail | Google: Google Shopping | Microsoft | Microsoft: Bing Shopping | Microsoft: Business Issues | Microsoft: General | Microsoft: Marketing


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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  • A-D-W-O-R-D-S
  • Tien V Nguyen

    Good riddance to possibly the worst ad campaign in history.

  • StevenLockey

    Would have worked better if they didn’t do everything (and in many cases far worse) than Google did, everything they accused Google of, they do themselves so they just made themselves look stupid really.

  • FrankReed

    It’s wishful thinking that the general public is more well informed and are thus making more decisions for Bing. Bing’s best shot is to concentrate on a better product, stay away from the carnival side show like ads (the Bing It On comparison spots) and continue to integrate Facebook as much as it is allowed since now FB is trying to be its own search engine.

    Bing’s constant noise only makes the point more clearly that they are a distant second. What will happen if Yahoo! starts to advertise search as a separate product at the urging of M. Mayer? Not saying it will but what if? It will then be revealed to the ‘general public’ that some 40% of that market share ‘Bing has from Google’ comes from a company that hasn’t advertised itself as a search engine in quite some time.

    Put the nose to the grindstone and make a better product in niche areas that will get people’s attention. Then the rest might follow. Until then it seems like whining rather than competing.

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