Jay-Z partnered with the search engine Bing and advertising agency Droga5 to promote his autobiography Decoded through an interactive marketing campaign. Droga5 placed over 320 pages from the book in various public places around the world, from pool tables to billboards to custom Gucci jackets. This generated widespread publicity for the book and increased awareness among non-hip hop audiences. People could also log onto Bing.com/jay-z to discover where future pages would appear. This unconventional advertising approach attracted significant media attention and helped the book spend 19 straight weeks on the bestsellers list while also boosting Bing's user numbers.
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Jay z decoded
1. Jay-Z’sadvertisementcampaignforhisautobiography,Decodedisprobably one of the best
examplesof promotional andinteractive marketing. He partneredupwiththe searchengine ‘Bing’
the advertisingagency‘Droga5’.Droga5 createdandproducedthe campaign,puttingover320 pages
of Jay-Z’sautobiographyall overthe worldinvariousplacesandondifferentobjectsvaryingfrom
pool tablesinbars to onbillboardsinthe middle of citiesasbigas New York.Pageswere even
publishedonthe insideof customGucci jackets.Basically,atthe time of the release the bookwas
literallyeverywhere.
Thisideaisgenius,asthe advertisementisall overthe worldandvisible toall.ThisbenefitsJay-Z
and hisprojectas notonlyhiphop fanswill be seeingit.People whoare intofashionandpeople
whoare literallyjustwalkingthroughtheircitieswill know aboutJay-Zsautobiography.The areas
the pagesare postedreflectondifferenttimesInJay-Zslife andare basedonthe contextof the
page. Thisideaisveryunique andthisisgood because itattracteda lotof attentionfrombig
televisionshowswhichresultedonhimbeingaguestonthese showsandtalkingabouthisbookand
whenthe release is.He andhisAutobiographyreceivedalotof publicity throughthisresultingina
wideraudience becomingaware of hisproject.The Advertisementonthe billboardsisalso
interactive asthe people goingpastthemorthe fansof Jay-ZcouldlogintoBing.comjay-zandcould
findoutwhere the nextbookof the page wasgoingto be placed.By doingthis,notonlywasJay-Z’s
bookpromoted,there wasanimmaculate rise inthe numberof people usingthe searchengine
‘Bing’.Sothe deal made by the two partiesresultedinthembothhavingarise ineitherpeople using
the search engine,orthe amountof salesJay-Z’sbookmade.Asa resultof thisunique advertising
Jay-Z’sautobiographyreachedandstayedatthe top10 bestsellersfor19 weeksstraight.