by Gillian
14. September 2011 11:33
A conversation about advertising wandered into the arena of ambient advertising campaigns and those that are so brilliantly successful it makes you fervently wish you had been part of the creative process.
The example expressed was produced by Droga5 for the launch of Jay-z's autobiography, Decoded. This was back in 2010 in a cross promotion with Bing, which was then a search engine in its first leg of existence. The creative was to allow fans the opportunity to read the entire book in advance by 'decoding' a series of virtual pages online and finding strategically placed 'physical' pages of the 320 page book scattered in 13 major cities, globally - some random and unexpected others standard and mundane.
Those who visited/found the locations either online or in reality were able to enter a competition.
Clever, but what gave it legs was that droves of people simply adored the idea and they all started talking.
In value, the return outweighed the investment
http://www.droga5.com/#/casestudies/bingcs
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