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The Amazing Spider-Man vs. Bing

“Microsoft missed the chance to be a hero”

According to brand channel, Microsoft missed a huge opportunity to defend its search engine after it received criticism for product placement in the new action film.

If anything, Microsoft should take this as an indication that perhaps they need to rebrand their search engine or do further research before doing product placement.

Critics said things such as “the most unrealistic part of The Amazing Spider-Man was that Peter Parker would use Bing.”  I think this says more about the prevalence of Google as the go-to search engine then it really says about Bing. After all, critics seemed baffled by the fact that a young nerd would chose Bing. If it was Google, would movie-goers have ever commented? Probably not.

What do you think? How could Microsoft have better handled this negative press? How could they have used this as an opportunity to frame their search engine in a new light?

Read more:  The Amazing Spider-Man vs. Bing: Microsoft’s Missed Chance To Be A Hero

About Amanda Smith

Amanda Smith is a public relations student at S.I. Newhouse School of Public Communications at Syracuse University. Amanda is currently the V.P. of Public Relations on the Panhellenic Council executive board. She is also involved with PRSSA and Hill Communications, a student-run public relations firm.


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