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Bing, Stephen Colbert raise money for the Gulf

The softwaremaker pledges $2,500 each time Colbert mentions Bing. Thanks to Bing Crosby, Bing cherries, and more, Microsoft is kicking in $100,000.

Stephen Colbert announced that his many references to Bing in Tuesday night's show added up to a $100,000 donation from Microsoft to be used for Gulf relief. Screenshot by Ina Fried/CNET

Microsoft has found some creative ways to advertise its Bing search engine, but last night's tie-up with "The Colbert Report" might be my favorite.

The company pledged $2,500 for each time that Colbert mentioned the word Bing, something he managed to work in 40 times in the show, if you count the time he said he was "rob-bing" Microsoft blind. In all, the stunt raised $100,000 for the Colbert Nation Gulf of America Fund. (Why the Gulf of America? Because, as Colbert says, "We broke it, we bought it.")

The mentions included everything from Bing cherries to Bing Crosby, as well as this gem:

"Bing is a great Web site for doing Internet Web searches," Colbert said. "I know that because I Googled it."

He also introduced James Carville by saying, his next guest was so upset about the BP oil spill that his skull was "throb-bing," and then he asked Carville who sang the song "White Christmas." Carville muttered "Bing" quite a few times before he came up with Bing Crosby.