If you’re JayZ (focus now), and you wanted to launch your much anticipated book, Decoded, what would you do? Well, first you hire awesome agency Droga5, then you partner with Bing, then you expect to revolutionize the publishing marketing industry.
Sure, why not.
Droga5 in one of the most innovative OOH campaigns in recent times (for a book no less!) decided to place lyrics/passages from each page in Decoded in locations around the world. Not random locations, but in context of what was being written about on that specific page. Tie such a promotion with clues leaked on Bing with the usual social media suspects tagging along, and it’s no surprise that Droga5 took home a Cannes prize for its campaign.