October 19, 2010

jay-z just set the new bar for a transmedia ad campaign

Jay-Z's new book Decoded will be promoted by reprinting pages of the book in the places mentioned in the book, combined with a treasure hunt run and sponsored by Bing. "While about half of the pages will be displayed in traditional outdoor advertising like billboards, the rest will be offbeat, printed in one instance on the bottom of a hotel swimming pool, in another on the lining of jackets in a store display window, and in another on the felt of pool tables in a pool hall." Oh, and online the Decoded billboards will be superimposed on Bing 3-D maps.

I'd love to see the presentation that Droga5 used to pitch this idea.