Bing collaborates with US rapper Theophilus London
Music fans and would-be DJs are being encouraged to take part in a joint promotion run by Theophilus London and Bing.
The rapper made famous in the US is giving the millions of people who listen to his hit songs the chance to participate in the creative process.
And they will now be able to remix one of the singles with the winner joining the artist at his New York studio, as well as the chance to feature on his upcoming album.
A post on Bing's official blog said: "Theophilus London and Bing invite artists to unleash their creativity and submit their remix of Theophilus London's track 'All Around The World' using the provided stems in the 'Participate' tab."
It is also thought that the collaborative effort will help boost Bing's popularity, while differentiating it in the market place.
According to the company it is "more than your typical search engine – it takes you from searching and finding to searching and doing."
In a nod to their partnership with social network Facebook the company goes on to say that it can not only connect users with information about their favourite artists, but also social clout.
"It can even show you what your Facebook friends have liked. So why just search for music when you can use Bing to do more with your music," representatives from the search engine wrote.
Organisers are not limiting social exposure to just one network and the competition runner-up – selected by the rapper – will also have the chance to expand their public reach by having their worked shared across the Theophilus London media platform.
However, this is not the first time a popular artist has gone to the effort of creating a coordinated social marketing campaign.
A number of US-based production companies actively seek out individuals with broad social appeal and 'friends' within target user demographics to link with their own campaigns.
Posted by Aimee McBride