Bing: "Decode Jay-Z with Bing" Direct marketing by Droga5

Type of Entry: Best Integrated Promotional Campaign
Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser/Client: BING/JAY-Z
Product/Service: DECODE JAY-Z WITH BING
Entrant Company: DROGA5 New York, USA
Sales Promotion/Advertising Agency: DROGA5 New York, USA
CREATIVE CHAIRMAN: DAVID DROGA
CREATIVE DIRECTOR: NEIL HEYMANN
COPYWRITER: ADAM NOEL/SPENCER LAVELLEE
ART DIRECTOR: JON KUBIK
DESIGNER: JON DONAGHY
DIGITAL DESIGNER: PIPER DERLEY/ELIAS HOLTZ
SENIOR DIGITAL PRODUCER: ANDREW ALLEN
DIRECTOR OF PHOTOGRAPHY: PAUL MCGEIVER
DIGITAL PRODUCER: TOPH BROWN
OOH PRODUCER: CLIFF LEWIS/MEA COLE-TEFKA
HEAD OF PRINT SERVICES: ROB LUGO
STUDIO ARTIST: CHRIS THOMAS
DIRECTOR OF DIGITAL STRATEGY: HASHEM BAJWA
CREATIVE DIRECTOR: DUNCAN MARSHALL/TED ROYER/NIK STUDZINSKI/KEVIN BRADY
DIRECTOR OF POLYGONS: COLIN LORD
VIDEOGRAPHER/EDITOR: SAM KILBRETH/NICK DIVERS
MARKETING MANAGER: ERIC HADLEY/RYAN CAMERON
PR COMPANY: SUNSHINE, SACHS & ASSOCIATES
ACCOUNT: SHAWN MACKOFF/MEGAN COLLINS
CEO: ANDREW ESSEX
Describe the brief from the client:
Develop a project to relaunch Ferrorama, a very successful toy train made by Estrela and discontinued in the 80s
Creative Execution:
We posted a video on YouTube in which Estrela’s president challenged the biggest Ferrorama community of fans on Orkut. In order to prove their faith in the return of the toy, the fans should make the train travel the last 12 miles of The Way of St. James (El Camino de Santiago, the most famous pilgrim’s route in the world). The group had only 120 Meters of track and was told the train was not allowed to stop. The public could follow the journey in real time via video, photos, tweets, and interact live with the team on a website. We generated awareness of the campaign by targeting the fans on orkut (Facebook) and leading them to a YouTube film.
Describe the creative solution to the brief/objective.
Use old fans of the toy to create social media buzz and, therefore, reach our main target: children born in the digital age.
Describe the results in as much detail as possible.
After 5 days the fans reached their final destination, the St. James Cathedral. And the president honored his pledge, re-launching the product. 1230 pre-reserved toys on the website. Sold out 1 month after its release. Project featured 3 times on Twitter Brazil Trending Topics. More than 600 thousand views on the website, without paid media. Mentioned on TV shows, big magazines, newspapers and