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Microsoft launched the Bing decision engine in June 2009, along with a heavy promotional campaign covering almost all forms of traditional media, including TV and online advertising. Bing wanted to expand media reach to the lucrative yet elusive gaming audience, the decision engine turned to the Massive in-game advertising network for its ability to connect with gamers in an engaging and effective way and its capability to precisely measure campaign effectiveness. The campaign ran in several blockbuster Xbox 360 video game titles with humorous, title-specific in-game ads developed by the Razorfish creative team. Massive ad-serving technology ensured that the right message was delivered to the right gamers at the right time - so gamers playing Activision's DJHero saw ads featuring Bing's search box.
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