Microsoft is launching a large-scale mobile campaign to generate some buzz around the software giant's "Bing for mobile" product.

Seattle agency Point Reach created the campaign that includes significant WAP roadblock presence on a number of top-tier sites. Bing for mobile is a mobile browser designed for quick, task-oriented searches of local information.

"Since the campaign call-to-action is to try Bing for mobile, WAP advertising was a natural fit," said Andrew Nevils, account director at Point Reach, Seattle. "Of equal importance, however, was the desire to build awareness of the Bing brand amongst tech-savvy influentials, a demographic that skews heavily towards mobile Web usage.

"As such, mobile is a crucial component to the overall media mix for the broader Bing launch," he said.

Bing is Microsoft's newest search engine, previously known as Kumo. Bing is a decision engine that helps people find relevant information to make the best decision.

According to a statement from Microsoft CEO Steve Ballmer, "[Bing] goes beyond what people have come to think of as search -- and what our competitors offer today."

Point Reach is an emerging media company that provides advertising representation, media management and measurement support for clients looking to increase their points of customer reach in the mobile space.

Clients of Point Reach include Microsoft Live Search, MSN, Penton, Classified Ads, SN Digital, Bluemoom Ventures and Knee Deep.

Microsoft unveiled Bing last week. It is a new consumer brand specifically designed to build on the benefits of today's search engines.

The mobile marketing campaign for Bing will commence on June 3, including full-day homepage takeovers on the mobile properties of The New York Times, Washington Post, CNN, AP News, CBS News, The Weather Channel and Digg.

Additionally, the campaign will employ rich-media formats such as iPhone expandable units, rotating carousel ads and searchable banners.

Upon clicking, users will be taken to the Bing mobile homepage, where they can learn more about the product and try a search of their own.

Point Reach planned and executed the campaign to run nationwide and in Britain and Canada.

"The objective of the campaign is to build awareness for Bing, and to drive trial and repeat usage of its diverse local search feature set on mobile devices," Mr. Nevils said.