Bing search - brand integration & the transitive verb

For many years now, the word "Google" has been synonymous with searching the Internet.

Reports suggest it was first used as a transitive verb as early as 2000:

Eggers is owner of probably the most Googled name out there right now.
- "Novelist Dave Eggers to speak in Denver," The Denver Post, September 10, 2000

Most businesses would be over the moon if their brand (or product) becomes part of common language - marketing heaven. However, Google is not happy because of possible legal implications. As we all know (or should), the name "Google" is trademarked. But, if they publicly allow their trademark to become part of the common vernacular in multiple languages, how could they successfully defend the trademark in court - anywhere?

Somewhat of a catch 22, however that's an argument for the more legally astute.

This article is about Bing and their push to become not only a viable alternative to Google, but also how they seem to proactively seek to become a verb, transitive verb, etc.

By the way, if it's been a while since you attended school, in this case the transitive verb would be "binged" - i.e., "I binged it". In other words, I (the subject) used Bing (the verb) to do something with it (the object).

In 2009 it is reported that Bing had a budget of US$80-100 million to get its name "out there" and take the fight to Google.

In an excellent example of product placement, I noticed Bing being used as the search engine of choice in an episode of "The Vampire Diaries". The character Jenna Sommers (played by Sara Canning) is saying to Elena Gilbert (played by Nina Dobrev) "I binged it" whilst searching for a person on the Internet.

Bing is shown on screen in close up in one scene, as shown in the short video snippet below:



Just as an afterthought, I wonder if Max Markson ("agent to the stars" in Australia) could pull off a deal for his client, Lara Bingle (star of the Aussie tourism campaign "Where the bloody hell are you?", and former fiancé of cricketer Michael Clarke), to be the face of Bing in Australia. "Bingle Binged it"? "Lara Binged it"? No? Ok, I did say it was an afterthought.

Anyway, product placement, or brand integration, is a common form of advertising now, and we'll be seeing a lot more of it in the future.

Articles about brand integration and product placement:

Lady Gaga's video clip for her hit single "Telephone" in which about 9 brands mentioned, in particular where Virgin Mobile and dating website, "Plenty of Fish", make an appearance - read more.

An episode of the series "Nightmares and Dreamscapes" where Reebok, Aramis, and Sony Vaio have a starring role for a whole minute - read more.

About "The Vampire Diaries"

Series: Vampire Diaries
Episode: Season 1, Episode 15, A Few Good Men
First aired Australia: Go! Channel Monday 8.30pm March 30 2010
First aired USA: 25 March 2010
Episode plot: Matt and Caroline are surprised when Matt's long-lost mother returns to Mystic Falls. Elena and Stefan are concerned about Damon's new positive attitude, and Alaric makes some surprising discoveries about his past life. Meanwhile, Stefan and Jenna help Elena search for information about her birth mother.

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