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Jay-Z Decoded
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We used the launch of Jay-Z’s autobiography “Decoded” to leverage Bing viewership. The unique partnership brought Bing to the forefront of pop-culture and gave millions of Jay-Z fans a reason to use Bing Search and Maps.
We started by putting every single page of Jay-Z’s autobiography into media spaces around the world. The pages weren’t randomly placed; all 350 pages were put in locations relevant to each individual page's content. Fans around the world could actually walk Jay-Z's path, experiencing his story right where it happened. The campaign covered the streets of 13 major cities in the U.S. and abroad, using hundreds of paid media placements and innovative media constructed just for the campaign.

Each media placement drove fans directly to a digital gaming experience, built on Bing Search and Maps, that allowed them to discover more pages. Over the course of the month-long campaign, fans assembled the book digitally at bing.com/jay-z before it hit stores.

Absolutely every piece was integrated, seamlessly creating a story told over search technology, online maps, social media, bus shelters, billboards, pools, Cadillacs, Gucci jackets. Every component was woven together in service of the greater goal- to allow Jay-Z’s fans to experience his story.
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