Each part of the autobiography

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This technique has been renewed in recent years by the level of interactivity achieved by new technologies such as smartphones and tablets. With these elements, the audience can relate to elements of the real world and bring them to the digital world through different platforms and networks. An emblematic success story is the transmedia storytelling strategy that Bing applied for the launch of Jay Z.


At the same time that Microsoft’s search engine greece mobile database Bing was introducing its new maps app and seeking to increase its relevance with a younger audience, rap star Jay Z was launching his autobiography “Decode.” What was the agency’s idea? To link this major pop culture event to Bing in order to relate it to a new demographic and show the world the advantages that this search engine offered.

With this goal in mind, they took fragments of the book and placed them on billboards, restaurants and unique objects in more than 30 cities in the United States. was placed in a place related to the part of Jay Z's life that it recounted. Thus, a Cadillac was plotted and placed in the New York ghetto where hip-hop emerged, a page from the book was painted in the pool of a hotel in Miami that spoke of the rapper's extravagant life, among hundreds of other actions. Every day, for a month, new pages were discovered in different places that the audience could track on the Bing maps application using the clues that were revealed by multiple media such as Facebook, Twitter and radio. The average time of visits to the Bing site dedicated to Jay Z's story was 11 minutes.