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THR's 2012 Digital Power 50

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    Who Pays the Way
    Qi Lu
    Qi Lu
    President, Bing

    Bing, the underdog search engine, could become Hollywood's favorite pet if Lu, 50, succeeds in his goal to expand the site's reach and relevance. And he's got parent company Microsoft's money to do it with. In 2010, the company joined with Jay-Z to promote his book with an interactive game and ad placements in 15 cities around the world. In 2011, Bing partnered with AMC's The Walking Dead in an online contest whose prize was a walk-on role on the series, and a deal with The CW included integrated product placement (for example, characters "Binged" instead of "Googled").

    PHOTOS: THR's 2012 Digital Power 50

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