Dive Summary:

• Bing's social marketing team worked with Waggener Edstrom and HerCampus.com to get more college women using their search engine.
• Their task, as part of a larger brand-building effort, was to make Bing "sexy" to a specific demographic, encouraging influential college women to take Bing's Bing It On challenge.
• Bing also hosted exclusive parties for young women in New York, Los Angeles and Atlanta over the summer, evaluating potential invitees by requiring them to request invitations via Facebook Connect.

From the article:

Dorm decor, fall school fashion, and search engines? Microsoft wanted to show young women that its Bing search engine is worth checking out, so when it threw down the gauntlet last week encouraging people to test its search engine against Google's, it worked with HerCampus.com to get the word out to influential collegiate women.

Bing's social marketing team, along with Waggener Edstrom has been working with HerCampus since early summertime to make the search brand more acceptable and relevant to college students. ...