Lion goes to an out-of-home concept with digital at its core.
Cannes, France-- A campaign pairing Bing with the launch of Jay-Z's autobiography "Decoded" has won a Grand Prix Lion in the Outdoor category, in the first of what could be many Lions for the Droga5-created effort this week.
While "Decode Jay-Z With Bing" was based on an out-of-home concept, its entry point and much of the experience played out online.
Each of the book's 320 pages was printed and installed in a different spot across 13 major cities. Locations were selected based on the content of each page, so that a section dealing with Brooklyn would be installed in that borough, UK in London, and so on. They appeared on media as varied as rooftops, bus stops, a Cadillac, leather jacket linings, and restaurant plates.
Droga5 then created a race of sorts, seeding clues about the location of pages on Twitter, radio, and Facebook. Users were driven to bing.com/jayz, where they used Bing search to decipher successive clues that led them to a specific location. Using Bing Maps, players were told precisely where the page was. The first fans on the scene texted a code to expose the page to the whole community.
Over one month in October and November 2010, Droga5 seeded 400 clues, exposing 5 to 10 pages of the book per day. By month's end players had assembled the entire book online before it hit stores.
The campaign drove an 11.7 percent increase in visits to Bing while it was live, according to Microsoft's internal numbers. Average engagement per player topped 11 minutes. While the campaign was live, Jay-Z grew his Facebook "likes" by 1 million.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.