• by OMMA Magazine Writers , August 22, 2011

Bing's "Plan a Night Out" member email campaign merged creative and strategy to increase the use of Bing's search by exposing users to new platform features leading up to Valentine's Day. The emails utilized eye-catching subject lines like "Bing: Plan your night (that lasts till morning)" and featured dramatic "hero" images designed to appeal to different audience segments, complete with unique Bing search bars and hot-spot area links. The campaign received nearly a 20 percent increase in open rate compared to average and a 160 percent increase in search queries driven by the newsletter.