It appears that Bing hopes to benefit significantly in the interactive campaign area with the launch of a multifaceted international, interactive marketing campaign for Jay-Z’s new book, Decoded.
Jay-Z is hiding 300 pages of his new book around the world, and fans get to find them. Jay-Z fans will be able to access pages from his upcoming book — Decoded, an exploration of his life and lyrics — until November 16th, 2010.
How to play: Pages from the book will be physically positioned around the world with the most pages in the New York area, in locations related to specific content featured on Bing — specifically Bing Maps and Bing Entertainment. Five to 10 new pages from the book will be revealed each day; fans can find them in person or online.
Once players find a page, they will receive credit for it online. If they find it in a physical location, they can text a unique game code from the page. Players will be entered into drawings to win a signed copy of the page they’ve located, and each person who locates a page will be entered into a contest for the grand prize — two tickets to see Jay-Z and Coldplay in concert at Las Vegas on New Year’s Eve.
“Pages will be placed in locations related to the content, so that’s everything from high profile advertising like billboards to very very unique placements such as swimming pools and pool tables, and even high-fashion designer clothing racks,” says Lisa Gurry, a Bing spokeswoman and communications director.
The campaign, created by creative agency Droga5, is the first of its kind for Bing. Gurry says it was developed as a way to raise awareness about Jay-Z’s book, while also introducing Bing to a new audience. Gurry says Bing has previously worked with various artists in many aspects of the entertainment industry, and that it will probably continue focusing on that area in the future. For more information about the campaign, go to Mashable.
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