I decided to just switch it up a little bit today and blog about music instead of fashion! This campaign really caught my eye and I haven’t seen anything like it been done before.
Bing and Jay-Z have launched a creative marketing campaign that spans internationally to promote Jay-Z’s new book “Decoded”, which is is an exploration into his life and lyrics. The game is complex and involves 300 pages of the book being physically hid all over the world, for fans to find.
His book launched today and the campaign began last month, giving fans private access to the book and building hype before the book hits shelves.
Here’s how it works: Pages from the book will be physically placed around the world with a majority in the New York area, in locations related to specific content featured on Bing— specifically Bing Maps and Bing Entertainment. Five to 10 new pages from the book will be revealed each day. Locations vary from large public areas, like billboards to specific swimming pools and pool tables!
Once players locate a page, they will get credit for it online. If they find it in a physical location, they will be able to text a unique game code from the page. Players can win signed copies of the book and are eligible to enter the competition for the grand prize- two tickets to see Jay-Z and Coldplay in concert at Las Vegas on New Year’s Eve.
I think that this idea was a great way to way to raise buzz about Jay-Z’s book, while also potentially introducing Bing to a new audience.
