People talk a lot about integrated marketing campaigns. Almost every person in the media circle has got the bug but very few have been successful in implementing the same. Bing, the Microsoft search engine did not just accidentally hit a jackpot with the idea but was truly outstanding in bringing an integrated marketing campaign to blockbuster success.
The Idea: This was the time when Jay-Z, American hip hop rapper, decided to launch his book ‘Decoded’. Along with a marketing collaboration with Bing, the idea was set to engage the public in a variety of ways especially making the viral marketing tool leave no stone unturned. So, Bing decided to put together places on the map of America which appeared in the book and had connection with Jay-Z’s life experiences from the place of his birth to the start of his career.
The Map: Bing brought in the ‘map’ element as part of the central idea of audience participation. It was to disintegrate the pages from the book to locations all across the states, a total of 13. The pages appeared at sections unexpected, including places like the bottom of a Miami swimming pool to roof top of a New Orleans building. Not just that, it was printed on ceramic plates and Gucci had it on the jacket customized.
The Game: The game had people integrating the fragments from all of these 13 places. No matter where the audience was, participation required and guided people through Bing maps from one section of the book to the other. It was like being on a treasure hunt, picking clues from one point to reach another.
The Plot: The maps were modified and had ground as well as aerial views. The players of the game had the plot ‘Decoded’ by browsing and landing onto different locations for connecting the dot. This was definitely one of a kind idea of presenting the book to the public, even before it was launched.
The campaign worked on a variety of levels, for the singer, who achieved a different kind of success with the campaign, for Bing, it was a marketing and advertising hit professionally as well as economically. The audience had an amazing time experiencing the media spread and being part of a new out-of-the-box marketing stunt.
Video courtesy: http://www.youtube.com/watch?v=XNic4wf8AYg