Microsoft Tries Its Hand At Affinity Search Marketing

The Empire State Building Sculpted with Food Cans! The Golden Gate Bridge Sculpted with Food Cans!

Microsoft feeds the hungry if you download and install their browser:

Today, the Internet Explorer Team took over New York City’s Time Warner Center and San Francisco’s Justin Herman Plaza where local artists used food cans to create sculptures of the Empire State Building in New York and the Golden Gate Bridge in San Francisco. After the sculptures are completed, the cans will be donated.

It’s all part of our Browser for the Better campaign. Turns out that during the school year over 17 million U.S. children receive free or reduced-price breakfast and lunches at their schools. But once the school year is ends and summer begins, these children longer receive this benefit as they are no longer in school until the fall. In response, we are joining forces with Feeding America to help these children this summer.

For every completed download of Internet Explorer 8 through the Browser for the Better website, we will donate the financial equivalent of 8 meals to Feeding America’s network of 206 local food banks. These food banks supply food to more than 25 million Americans each year! The Browser for the Better campaign starts today and will run through Aug. 8, 2009.

Other companies have tried a form of affinity search marketing in the past, but now it appears that Microsoft is using it to grow their browser market share, which in turn, increases their search traffic.  Here are a few posts I’ve written on the topic: – A UK-based Charity Search Engine

Yahoo Tries Affinity Search

More Affinity Search From Microsoft: Search And Give

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