The bing-a-thon was the first-ever interactive live show on hulu, and the most-watched live show ever on hulu – beating the Obama inauguration and live concerts.

After a fifteen-second “sneak-peek” pre-roll, one-in-six hulu viewers chose to watch the bing-a-thon, and stayed for an average of twenty-six minutes.

The bing-a-thon was a comedic faux telethon featuring star talent from Saturday Night Live, Best In Show and Wall-E. The hosts encouraged viewers to influence the on-stage action by using the new bing search engine, which was located directly below the hulu viewing window.Viewers were entertained and informed while actually using bing.

During the 81 minutes the bing-a-thon was live, it was the #1 trending topic on twitter.The bing-a-thon was featured twice in the New York Times and countless other media outlets, generating over 60 million impressions and helping bing gain significant market share against its much bigger rival, Google.

Knowing the consumer insight was that the most likely people to try a new search engine were also the highest 'ad-avoiders' we went to Hulu – a commercial-free space for high-end content. We created a bing-branded 'show' that would entertain and inform these consumers with content that encouraged them to try bing and affect the outcome of the show.The bing-a-thon was the first-ever interactive, live show on Hulu.The bing-a-thon was a comedic faux telethon featuring star talent from Saturday Night Live, 'Best In Show' and 'Wall-E'. The hosts encouraged viewers to influence the on-stage action by using the new bing search engine, which was located directly below the Hulu viewing window.The bing-a-thon was promoted on Hulu prior to going live, and then, when the show was live, viewers were introduced to it via a fifteen-second live 'sneak peek'.

After a fifteen-second sneak-peek, pre-roll, one-in-six Hulu viewers chose to watch the bing-a-thon, and stayed for an average of twenty-six minutes.

The bing-a-thon was the most-watched live show ever on hulu – beating the Obama inauguration and live concerts.

During the 81 minutes the bing-a-thon was live, it was the #1 trending topic on twitter.The bing-a-thon was featured twice in the New York Times and countless other media outlets, generating over 60-million impressions and helping bing gain significant market share against its much bigger rival, Google.