Bing | Decode Jay-Z Case Study

Everyone pay close attention to this campaign that it's simply out of this world!

In 2010, Bing wanted to increase their relevance with the young audience, and at that same time Jay-Z was about to launch his autobiography "Decoded". With one big creative idea the two of them got together, connecting Jay-Z with a new demographic public and giving millions a reason to use Bing. 

The campaign involved placing each of the 320 pages of the book in 600 unique advertising placements of 15 cities around the world. Then with some clues that were given, people were able to claim prizes if they identified the pages locations on Bing Maps. 

 

Bing deserves a lot of credit for pulling this off, this campaign must have cost multi-millions. Everything needed to be planned in great detail and especially being able to make this happen in so many different and noticeable spots around the world is something to be congratulated for sure. Evidently the results were outstanding as you could see in the video. The attention that they've got from the media was insane along with the extraordinary increase of number of visits in one single month allowing them to enter the top 10 most visited sites for the first time. Congratulations for something so good and in the end, entertaining.