Bing needed a way to cut through the familiar branding of Google, and get down to what really matters: search results. The solution was to create a tool that strips away all product design, and compares Google’s search results to Bing’s. Side-by-side, in their purest form. In other words, a blind taste-test for the eyes. That tool became known as “Bing It On.”

Once people tried Bing it On, it turns out that they preferred Bing over Google nearly 2 to 1. After just a few months, over 16 million people visited Bingiton.com. And close to 60% of them discovered that Bing provides quality search results.