'Jay-Z/Bing' Wins Grand Prix for Droga5

  |  June 21, 2011   |  Comments

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.

jayz-decoded-iphoneDroga5 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.



Zachary Rodgers

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. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!



Featured White Papers

2015 Holiday Email Guide

2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.

Three Ways to Make Your Big Data More Valuable

Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.