”Jay-Z Decoded,” a promotion for Bing via rapper and celebrity Jay-Z, worked to connect Microsoft to a new demographic. All 300-some pages of the rapper’s autobiography were placed on outdoor spaces, so that fans could actually walk through Jay-Z’s life, and where the media didn’t naturally exist, Droga 5 created it — from the bottom of a pool to the apartment projects where Jay-Z grew up. The outdoor executions were part of an interactive game that tied Bing’s search and maps functions to new clues released daily as to the location of pages from the autobiography. Simultaneously, the campaign helped increase traffic to Bing and, according to the agency, “helped raised the bar of what a book launch could be.”
