• by Mark Walsh  @markfwal, December 2, 2009

Continuing its marketing blitz, Bing has launched a new photo contest on Facebook focused on the theme of "hometown pride." The competition invites people to submit pictures of their hometown on Bing's Facebook page with the winning image to be featured on the search engine's home page on Jan. 6, 2010.

Bing ran a similar contest this summer that drew more than 10,000 entries and half a million votes, according to Ian Shafer, head of New York agency Deep Focus, which helped develop the promotion. The follow-up contest kicked off Dec. 1 and will name a winner Dec. 21, based on a combination of user voting and editorial selection by Bing.

"The goal of the daily images on the Bing home page is to inspire a sense of exploration and delight through a single stunning image that draws you in to the search adventure," wrote Shafer in a Twitter post. "So we're looking for photos of your hometowns that do just that -- draw people in and make them want to learn more and feel the pride you have for your town."

A key goal of the effort is to increase fans of Bing's Facebook page, so contest entrants are required to sign up to participate. As of Wednesday, Bing had more than 90,000 Facebook fans -- well below the millions attracted by top brands such as Coca-Cola, Starbucks and Skittles.

Microsoft launched its ambitious ad campaign for Bing last summer, spending an estimated $80 to $100 million across the Internet, TV and print to promote its new search engine. Since then, it has grabbed a nearly 10% share of the U.S. search market.