Recent statistics have shown that the Microsoft-created Scroogled advertising campaign appears to be working against its biggest rival. According to AdAge’s report, Google’s favorability gap with Bing with users narrows from 45 to 5 points after a visit to Scroogled.com. Internal Microsoft data from the report also shows that after watching a Scroogled ad, the chance of a viewer recommending Google to a friend drops by 10% - on the other hand, the chance that they recommend Bing rises by 7%.
Despite Microsoft claims that the ad campaign is meant to be comparative rather than negative, most still see it as barely-disguised mudslinging at Google. Most people will remember the famous Mac vs PC ads of a few years ago, which resulted in a drop in sales for Microsoft. It looks like Microsoft has drawn inspiration from Apple for the Scroogled campaign, which they claim will go on “so long as Google keeps Scroogling people”.