Bing Promo, Case study DECODE JAY-Z WITH BING by Droga5 New York

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Industry Search Engines
Media Promo & PR, Case study
Market United States
Agency Droga5 New York
Creative Director Nik Studzinski, Eric Quennoy, Duncan Marshall, Neil Heymann, Kevin Brady, Jason Levine, Ted Royer
Art Director Jon Kubik
Copywriter Adam Noel, Spencer Lavellee
Designer Jon Donaghy
Released October 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: BING/JAY-Z
Agency: DROGA5
Date of First Appearance: Oct 18 2010
Entrant Company: DROGA5, New York, USA
Entry URL:
Creative Chairman: David Droga (DROGA5)
Creative Director: Neil Heymann (DROGA5)
Copywriter: Adam Noel/Spencer Lavellee (DROGA5)
Art Director: Jon Kubik (DROGA5)
Designer: Jon Donaghy (DROGA5)
Digital Designer: Piper Derley/Elias Holtz (DROGA5)
Senior Digital Producer: Andrew Allen (DROGA5)
Director of Photography: Paul McGeiver (DROGA5)
Digital Producer: Toph Brown (DROGA5)
Out Of Home Producer: Cliff Lewis/Mea Cole-Tefka (DROGA5)
Head of Print Services: Rob Lugo (DROGA5)
Studio Artist: Chris Thomas (DROGA5)
Director of Digital Strategy: Hashem Bajwa (DROGA5)
Creative Director: Duncan Marshall/Ted Royer/Nik Studzinski/Kevin Brady (DROGA5)
Director of Polygons: Colin Lord (DROGA5)
Videographer/Editor: Sam Kilbreth/Nick Divers (DROGA5)
Marketing Manager: Eric Hadley/Ryan Cameron (BING)
PR Company: (Sunshine, Sachs & Associates)
Account: Shawn Mackoff/Megan Collins (DROGA5)
Chief Executive Officer: Andrew Essex (DROGA5)
Media placement: BUS SHELTERS - NYC, LA, MIAMI, NJ, CHICAGO - 18 OCTOBER 2010
Media placement: WILD POSTING - MIAMI, NYC,LA - OCTOBER 2010
Media placement: ONLINE - WEBSITE - OCTOBER 2010

Insights, Strategy & the Idea
Microsoft’s search engine, Bing wanted to connect with a younger audience and needed to make their Search and Maps technology more culturally relevant. The primary objective was to increase “Intent to Use” Bing products and improve perceptions of Bing as a culturally relevant brand to a coveted younger audience. Bing’s core users were middle aged women in the Midwest and the branded wanted to make real inroads with the coastal youth population.

We used the launch of Jay-Z’s autobiography “Decoded” as a relevant moment in youth culture and an opportunity to create a deeper experience with it through Bing technology. The target does not differentiate online from offline, so we built the program across existing media formats and channels but in a new way that wove them together and added interactive to everything. The unique partnership brought Bing to the forefront of pop-culture and gave millions of Jay-Z fans a reason to use Bing Search and Maps.

Creative Execution
We started by putting every single page of Jay-Z’s autobiography into media spaces around the world. The pages weren’t randomly placed; all 350 pages were put in locations relevant to each individual page's content. Fans around the world could actually walk Jay-Z's path, experiencing his story right where it happened. The campaign used a variety of media. And if the media didn’t exist, we created our own. Everything from pizza boxes, plates, burger wrappers, jigsaw puzzles, t-shirts, to name a few. Fans sought out, discovered and interacted with this collection of unique small scale pieces. Even the smallest, traditionally overlooked items became precious collector’s items.

At the center of the campaign was a digital gaming experience, built on Bing Search and Maps, that allowed fans to discover each and every page, making these collectables fair game for everyone. Over the course of the month-long campaign, fans assembled the book digitally at before it hit stores.

Results and Effectiveness
-The average online player engagement was over 11 minutes per visit
-Jay-Z’s facebook fans grew by one million during the campaign launch.
-Decoded went straight to the New York Times Best Seller list at #2 its first week saw an 11.7% increase in visits the month of the campaign with no other media in market entered the top ten most visited sites in the US
-Bing earned 1.1 billion global media impressions
-Bing’s “intent to use” scores were higher than any other Bing marketing initiative ever according to ComScore
-Online Buzz and Social metrics were above average for any Bing marketing program according to Nielsen BuzzMetrics