Yes, we know Microsoft owns the search engine Bing, and we already talked about Microsoft, but this marketing campaign was so awful that it deserves its own entry.
On March 11, 2011, a magnitude-9 earthquake happened off the coast of northeast Japan, which led to a giant tsunami that was up to 133 feet tall and ultimately reached six miles inland. Nearly 16,000 people died and another 2,500 were reported missing. Sadly, a majority of the people who died ended up drowning.
The day after the tragedy, Bing posted the following Tweet:
How you can #SupportJapan – http://binged.it/fEh7iT. For every retweet, @bing will give $1 to Japan quake victims, up to $100K.
They also included “Try Bing. A new way to search, explore, & decide,” but later deleted the tagline.
Many people were completely appalled with Bing’s crassness towards the situation because it looked like they were trying to use the tragedy as a way to market themselves. People also asked if Bing got less than 100,000 retweets, were they going to send less than $100,000? Soon the tag #F***Bing started trending and within seven hours, Bing apologized and said they donated the $100,000 to the disaster relief. We should also point out that Microsoft donated millions of dollars without any prompting from Twitter users.