'Jay-Z/Bing' Wins Grand Prix for Droga5
Lion goes to an out-of-home concept with digital at its core.
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.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceIn order to have a successful meeting with a potential client, there are some questions you should ask. Here are seven of them, taken from various age...
View articleIn our inaugural edition of this new Throwback Thursday column, the president and CEO of DDB New York takes a trip down memory lane to share his ...
View articleAs one of the top agencies in the world, Ogilvy & Mather specializes in campaigns that engage consumers in unique ways - something New York president ...
View articleIvan Perez-Armendariz, chief digital officer for CP+B, sees mobile-only experiences taking off, a trend that he sees in Domino's, a client whose emoji...
View articleMore categories, more tech, and more blurring of the lines at 2014's Cannes Lions. Read More...
View articleThis is a roundup of new hires and promotions in the digital marketing industry during May. Read More...
View articleAn interview with the Bing Ads evangelist for small businesses. Read More...
View articleSmith talked ad clutter and digital technology as Cannes ad festival wrapped up. Read More...
View article