Microsoft has launched Bing it On, a blind test where users can compare the search results of Bing and Google.

Bing it on

Microsoft announced Bing it On via its blog earlier this week, claiming it wants users to break the Google habit.

“Based on research that indicates people prefer Bing web search results over Google, The Bing it On Challenge is a fun, non-scientific online test designed to show that the quality of Bing’s web search results has surpassed Google’s.”

Ready, set, search

To challenge works by asking users to submit five search queries and compare the unbranded results from Bing and Google side by side.

After each search result the user selects a winner or declares a draw. Once five searches are completed Bing it On reveals which search engine is the winner and allows users to share the results via Facebook, Twitter and Google+. 

Microsoft searching for users

Despite's the campaign's upbeat tone, Bing has struggled to attract users since launching in 2009.

Bing it On is the latest marketing initiative Microsoft has thrown behind its fledgling search engine, with past campaigns including paying people to use Bing, and product placement in movies such at “The Amazing Spiderman” and the “Hawaii Five-O” TV series. 

According to data from CommScore Inc, Bing made up 15.3% of U.S. searches in March, compared with 66.4% for Google.

Branding Bling

To promote Bing it On Microsoft will launch a TVC during upcoming MTV Video Music Awards that will appear on TV and online. 

Whether the challenge is enough to sway users from Google remains to be seen. 

To take the Bing it On challenge click here.

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