Inside Jay-Z's Launch of "Decoded" With Droga5, Bing
by Tyler Gray|Wed Nov 24, 2010
For the launch of his autobiography, hip-hop's premiere entrepreneur turned marketing into interactive art and a scavenger hunt that rewarded his die-hard fans. Here's an exclusive peek inside Jay's bag of tricks.
On Kanye West's new song, "So Appalled," Jay-Z raps, "I'm so appalled, I might buy the mall, just to show [...] how much more I have in store."
As Jay's protégé's album dropped this week (and leaked much earlier on the web), Jay himself was revealing what he'd long had in store for the publishing world: a game-changing marketing plan for his autobiography, Decoded, itself a groundbreaking book.
Beyond a mere collection of stories--which many readers would find plenty tantalizing--Decoded is also a rap Rosetta Stone. Listeners can literally decode Jay's lyrics on 11 studio albums to unlock new details about the 40-year-old's personal history. The marketing for the book took the idea further, mashing up old-school billboard advertising, new-school social media, mobile apps, and more for an interactive game that let players unlock pages of the book and enter to win concert tickets and memorabilia. Jay's corporate partners, meanwhile, scored a fortune in buzz.
Read the Full Essay @ Fast Company
by Tyler Gray|Wed Nov 24, 2010
For the launch of his autobiography, hip-hop's premiere entrepreneur turned marketing into interactive art and a scavenger hunt that rewarded his die-hard fans. Here's an exclusive peek inside Jay's bag of tricks.
On Kanye West's new song, "So Appalled," Jay-Z raps, "I'm so appalled, I might buy the mall, just to show [...] how much more I have in store."
As Jay's protégé's album dropped this week (and leaked much earlier on the web), Jay himself was revealing what he'd long had in store for the publishing world: a game-changing marketing plan for his autobiography, Decoded, itself a groundbreaking book.
Beyond a mere collection of stories--which many readers would find plenty tantalizing--Decoded is also a rap Rosetta Stone. Listeners can literally decode Jay's lyrics on 11 studio albums to unlock new details about the 40-year-old's personal history. The marketing for the book took the idea further, mashing up old-school billboard advertising, new-school social media, mobile apps, and more for an interactive game that let players unlock pages of the book and enter to win concert tickets and memorabilia. Jay's corporate partners, meanwhile, scored a fortune in buzz.
Read the Full Essay @ Fast Company
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