To promote its Bing search engine among college-aged females, Microsoft has entered into a promotional partnership with the online magazine HerCampus. Over the summer, the partnership resulted in several exclusive parties attended by young women who were perceived as sufficiently influential. The partnership is similar to one from July: A conference in New York for HerCampus writers was sponsored by Intel.

The thing to realize is that as Bing focuses on this particular demographic, you too can position your firm’s practice area in a way that relates to younger women. (Think Yaz Recalls, etc.)

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Bing Tries to Make Search Sexy to College Women