Bing Asking Users To Break Their Google Habit In Latest Bing It On Challenge

Bing announced today a new version of their Bing It On Challenge, an online campaign launched last September that offers users a side-by-side comparison of Bing and Google search results.

In the latest Bing It On Challenge, Bing asks users to perform five separate search queries on BingItOn.com and choose the unbranded search result list they prefer after each query. Users are told whether they prefer Bing or Google based on the search results they selected.

An study commissioned by Bing last year revealed that Bing search results were chosen nearly 2:1 over Google search results in blind comparison tests. According to Bing, nearly 25 million people have taken the Bing It On Challenge since its launch, and most prefer Bing search results over Google’s. Bing is hoping this new challenge will help users break the Google “habit” by demonstrating the quality of Bing search results and highlighting the site’s unique features like the rollover video preview and instant translation option on the homepage.

To drive a deeper stake in the search market, Bing announced they are launching a national television and online ad campaign to highlight the results of a Bing It On challenge hosted in Topeka, Kansas, the city that temporarily renamed itself “Google, Kansas” in 2010 to win a bid for Google Fiber. Bing’s newest ad campaign is expected to roll-out in the comping weeks.