Bing – State of the Union
Role — Motion Graphics, Video and Audio Production
Agency — Razorfish
CHALLENGE
Improve perceptions and drive product usage.
CONCEPT
How does the political process change when the People’s voices are heard in real-time? To see if we could find out, we leveraged the democratizing power of the Internet to amplify the pulse of the nation.
SOLUTION
Bring the 2013 State of the Union to the People, so they could participate in a new and more direct way. Our experiment elevated such democratic cornerstones as the right to assemble and freedom of expression, resulting in an interactive, real-time experience—a “pulse of the nation”—that was the first of its kind.
We used traditional and digital mediums, as well as new social tools, to tell a rich and compelling story that helped emphasize product differentiation. Our print and digital ads moved our audiences through time—from the first presidential radio address to the first televised speech and into the present day of live Internet streaming—to relive historic moments for democracy and technology. During the live event, the nation gathered at bing.com/politics to listen to the President’s speech and participate in history’s biggest online poll.
RESULTS
In just 3 days, the campaign delivered over 300 million impressions, and our display ads performed over 300% above average across political sites, like Huffington Post, Politico and Drudge Report. And almost 9 million readers accessed digital and interactive content through our print ad.
A record-breaking 12.9 million voices were heard during the one-hour speech. Overall, the campaign generated massive media and industry attention, including a 2013 Awwward, and Bing’s market share increased from 9.2% to 16.3%.