Bing has created a cross-promotional campaign to help launch Jay-Z’s forthcoming book, “Decoded,” using the search property’s Maps and Entertainment features.
Bing describes the effort as a “multi-platform search experience and interactive game to help people decode Jay-Z’s life and lyrics,” as he reportedly does in his new book. The game lets fans find locations that have inspired Jay-Z throughout his career, and also entails compiling pages of the book prior to its publication on November 16.
It also provides a good opportunity for Bing to connect with Jay-Z’s fans.
“We know from our research that his fan base (includes) really heavy searchers,” said Lisa Gurry, communications director at Bing. “So we can reach this audience with a really engaging experience that hits a topic they’re passionate about and it’s a great way to build affinity for Bing.”
Over the course of the month-long game, which launched Monday and was produced by creative agency Droga5, five to ten new pages of the book will be unveiled each day.
The content from each of the approximately 300 pages will be placed in physical locations that have ties to the book in cities like New York and London. These placements include large-scale billboards as well as smaller, more obscure spots, Gurry says.
Because the book is “very visual,” Gurry says there are a lot of photos, graphics and art that will also come to life on objects like pools, pool tables, bronze plaques and high-fashion clothing racks.
The physical pages will also be replicated online, and fans can answer clues at Bing.com/Jay-Z to find these virtual pages. What’s more, because Bing is a “decision engine,” it will help fans make decisions about decoding the clues that will lead them to the virtual pages, Gurry adds.
Each player who finds a page – whether online or in person – is entered into a drawing to win the specific page they located signed by Jay-Z. All participants will be entered to win a grand prize of two tickets to see Jay-Z and Coldplay in concert in Las Vegas on New Year’s Eve.
“The idea is to create an opportunity for fans to compile the book before it’s released, working together, answering clues and sharing information.” Gurry says.
Bing says there will be 600 advertising placements in 15 cities around the world and in Bing Maps in the next four weeks. According to Gurry, this includes traditional placements like billboards as well as Jay-Z’s and Bing’s Twitter and Facebook accounts.
“Decoded” will be released November 16 by Spiegel & Grau, a Random House imprint.
Gurry says this is Bing’s first interactive game and, based on how people interact with it, Bing may look to do more in the future.