Recently I stumbled across an amazing advertising campaign promoting both Jay Z's new autobiography and Bing Search and Maps. The campaign joined them both together to create an integrated online game where fans of Jay Z could get an experience of walking through his life. The campaign took place a month before the autobiography "Decoded" was released, the campaign cleverly put every page of Jay Z's book out in the world in locations inspired by the story on each page putting the autobiography into context. Clues were released daily through social media such as Facebook and twitter, but they were also released through radio. I thought this advertisement campaign was a really nice way of combining print with digital, I really liked how the combination of two different media platforms created such an amazing result that resonated with millions of people. Overall the campaign was a success as Decoded hit the best seller for 19 weeks straight and Bing saw an increase of 11.7% on visits, entering the global top 10 most visited sites. The campaign earned 1.1 billion global media impressions and showed the world how reading can be made interactive through creativity and team work.
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