Scroogled

Scroogled was a Microsoft attack advertising campaign that ran between November 2012 and 2014. Created by Mark Penn, the campaign sought primarily to attack a competing company, Google, by pointing out disadvantages and criticism of their products and services in comparison to those run by Microsoft (particularly, Bing and Outlook.com). The original campaign focused on Google Shopping's change to a pay per click model, with later campaigns focusing upon Google's use of user data for targeted advertising, and the capabilities of the Chrome OS platform in comparison to Windows.

Although Microsoft had attacked Google in its advertising before, the Scroogled campaign began in November 2012, attacking the Google Shopping service for its shift to a pay per click (PPC) model in which retailers are required to pay Google to have products listed, and are ranked in search results by their payments and relevance. The site suggested that users use Microsoft's competing Bing Shopping service instead, which had previously vowed not to shift to a PPC model.

The next campaign in February 2013 incorporated elements of advocacy, attacking Gmail for using the contents of messages to generate targeted advertising, and recommending Outlook.com instead. The site also featured a survey of 1,000 users against the service's advertising practices, and a petition calling upon Google to stop engaging in the practice.

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