Microsoft is making waves with a $1 million sweepstakes aimed at enticing users to switch their searches to Bing. Launched in early October, the contest offers cash incentives for users across the US, Canada, UK, France, and Germany, all part of Microsoft’s ongoing push to drive Bing’s usage. To enter, users simply need a Microsoft account and a willingness to use Bing as their search engine of choice.

Participants can improve their odds by completing specific Bing-related tasks. These range from setting Bing as their default search engine to conducting searches, using Bing Travel, and even maintaining a “Bing daily streak” by searching three times a day for seven consecutive days.

Each task earns virtual entries, giving users up to 200 chances to win the grand prize. Microsoft also offers extra entries for referring friends, shopping on the Microsoft Store, and using Bing on the Edge browser.

This sweepstakes marks Microsoft’s latest attempt to elevate Bing’s profile in a search market still dominated by Google. Even after adding innovative features like Copilot, powered by OpenAI’s ChatGPT, and other generative AI tools, Bing’s market share hovers in the low single digits, barely reaching 4% before slipping back down. Past campaigns—like the integration of Bing in shows such as Hawaii Five-0—also struggled to make a significant dent in Google’s lead.

The timing of the campaign is key, with entries closing at the end of December. Microsoft remains hopeful that the combination of curiosity, cash rewards, and enhanced AI functionality will capture a larger slice of the search market.

Whether the lure of cash can inspire long-term loyalty is uncertain, but Microsoft’s bold investment in this high-profile effort underscores its determination to challenge Google’s dominance.