Microsoft India launches Winwithsearch Contest and a Viral for promoting Livesearch

Microsoft's PR team mailed me to announce the launch of a new contest called Winwithsearch designed to promote live search's new features. This comes on the heel of Yahoo India's quite successful contest World Search Championship for promoting Yahoo Glue. According to Comscore Microsoft is 4th in Indian Search market with a share of minuscule 1.7% and hence this marketing push to regain ground. Here is how the contest will work When you’re on the Live Search contest page, you’ll need to roll the Dice by searching with a new keyword and get a double ‘6’ within a 10 minute interval. Every 10 minutes the contest will refresh, therefore, the first user to roll 6 & 6 on the Dice in the 10 minute interval wins the prize. “Win With Search” is another attempt at following the recent trends of marketeers using games to engage users with a key intention to promote the fact that they have integrated video results to live search.To promote this search contest there is an additional viral ad also. I am not sure about the fact that the prize they are offering " Free talktime" is appealing to anyone outside of the college demographics but it might depend on the overall budget. Overall this campaign will do the required trick from it which is to increase the usage in short term but it doesn't takes away from the fact that Live search results really suck and their additions to live search are things which other search engines already boost of for a while now.
More Search:
Comscore India Search Engine Stats
Future of Search Google launches Voice Search