Jay-Z ‘Decoded’ campaign

Bringing a book to the streets… literally…

CLIENT BRIEF:
Bing launched in 2009 into a market dominated by Google. Bing needed to increase usage and position itself as a modern choice. A younger target is key to growing Bing’s market share but is highly suspect of advertising and product claims. Our challenge was to shift perceptions in a non-traditional way among a younger target of Bing as the search engine built for today’s generation and grow usage of this new alternative to Google.

An epic location-based marketing campaign/game, with suitable amounts of bling thrown in. Jay-Z added 1m Facebook fans and Microsoft reported that the average player engagement was 11 minutes per visit.