JiWire, which claims to reache 20 million unique users per month through its Wi-Fi advertising channel, today announced that Microsoft’s Bing has launched a new advertising campaign with JiWire’s Ads for Access program.
JiWire’s Ads for Access program allows Wi-Fi users to perform a Bing search in exchange for free Wi-Fi. This nationwide campaign is running in premium Wi-Fi hotspots in airports and hotels reaching business travelers and affluent consumers. Hyatt, for example, offers 20 minutes of free Wi-Fi access in exchange for taking a virtual tour of their hotels.
Ads for Access is an opt-in program that allows advertisers to create a value exchange for the user. Bing customized JiWire’s Ads for Access program offers a session of free Wi-Fi access in exchange for a search on Bing. The Bing campaign was developed by UM, formally known as Universal McCann, in collaboration with JiWire.
The campaign, which started in Q3 of this year, is based on the premise that once people experience Bing first-hand they will come back and use the engine again. Nielsen Company’s search statistics show that Bing’s share of searches increased to 10.7 percent in August. The program has been extended to run through Q4 2009.
