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Decode Jay-Z with Bing

Award: Yellow Pencil

Yellow Pencil / Integrated & Earned Media / Integrated / 2011

We teamed up with Microsoft's Bing and Jay-Z to launch his autobiography, ‘Decoded’. Leading up to the book’s release, each page was placed in a location relevant to its specific content. Pages appeared in hundreds of locations, using billboards and bus shelters, and creating innovative new media to tell the story. In total 200 executions were placed around the world, each a story in itself. Fans frantically searched to find all the pages of the book through an experience built on Bing Maps. By solving Jay-Z clues using Bing Search, they assembled the book online before it hit stores.

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