Microsoft’s search engine, Bing, is throwing itself into the spotlight and calling out arch rival Google. Using a campaign named “Bing it On,” the company is creating an internet version of the Pepsi Challenge. Through a combination of a TV ad and an online challenge, Bing wants to prove they yield higher quality results. The challenge is essentially a blind search, where people can type in whatever they want, compare results and then pick which engine is the most successful. While Google commands 69% of search market share and Microsoft only 29%, this is a great way to get people thinking about their online activity.