Bing wanted to target a younger audience in a market dominated by Google. So they partnered with Jay-Z, who was launching his new autobiography, "Decoded".
Bing created a digital gaming experience where Jay-Z fans could discover every page of the book using Bing Search and Bing Maps. The book's pages were strategically placed in the different locations around the world that inspired them, using a variety of outdoor media, allowing fans to walk through Jay-Z's life right where it happened.
This campaign gave Bing a 11.7% boost in site vists and inclusion in the world's top 10 most visited sites. Jay-Z, on the other hand, watched his Facebook fans grow by one million and his book go straight to the New York Times Best Sellers list.
What we learned from it:
- Collaborating with someone relevant will give our brand relevance. - Exploring new media is essential. - A big idea transcends media. From outdoor to digital, a truly great idea will work in multiple platforms.
A person, if it's the right one, can help a brand much better than companies can. In the mid-80's, Nike was starting to falter in the shoe category. In a last-ditch effort to save their brand, they used their entire marketing budget to sign an unproven yet promising young talent named Michael Jordan. Mike, of course, blossomed into the world's greatest basketball player. And his fame helped Nike grow into a multi-billion dollar company it is today. Watch the video to see how a high-flying baller helped a shoe company take flight.
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