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    Bing+Jay-Z Viral

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    mgarciaad
    1. Microsoft approached Jay-Z to promote Bing search and maps through a campaign around the release of his autobiography. 2. The campaign involved leaking pages of Jay-Z's book across various media and locations over a month, allowing users to piece the book together page-by-page on Bing. 3. The campaign was a viral success, driving over a billion media impressions and increasing visits to Bing by 11.7%, helping Bing reach the top 10 most visited global sites for the first time.

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    Bing+Jay-Z Viral

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    mgarciaad
    26 views14 pages
    1. Microsoft approached Jay-Z to promote Bing search and maps through a campaign around the release of his autobiography. 2. The campaign involved leaking pages of Jay-Z's book across various media and locations over a month, allowing users to piece the book together page-by-page on Bing. 3. The campaign was a viral success, driving over a billion media impressions and increasing visits to Bing by 11.7%, helping Bing reach the top 10 most visited global sites for the first time.

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    1. Microsoft approached Jay-Z to promote Bing search and maps through a campaign around the release of his autobiography. 2. The campaign involved leaking pages of Jay-Z's book across various media and locations over a month, allowing users to piece the book together page-by-page on Bing. 3. The campaign was a viral success, driving over a billion media impressions and increasing visits to Bing by 11.7%, helping Bing reach the top 10 most visited global sites for the first time.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    26 views14 pages

    Bing+Jay-Z Viral

    Uploaded by

    mgarciaad
    1. Microsoft approached Jay-Z to promote Bing search and maps through a campaign around the release of his autobiography. 2. The campaign involved leaking pages of Jay-Z's book across various media and locations over a month, allowing users to piece the book together page-by-page on Bing. 3. The campaign was a viral success, driving over a billion media impressions and increasing visits to Bing by 11.7%, helping Bing reach the top 10 most visited global sites for the first time.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 14

    THE YEAR, 2010

    MICROSOFT APPROACHED TO PROMOTE



    one of the most creative
    ad agencies in the world.

    THE ASK:

    at the time held about 11.2%
    search engine market share in US.

    source: comScore qSearch

    Drive trial to
    Bing search and maps.
    While increasing relevance
    with young audience

    MEANWHILE:

    Perhaps the most inuential +
    successful hip-hop artists of all time.
    Total Albums: 10,
    Total Sales: 23 Million Albums

    source: RIAA

    Jay-Z was about to drop his auto-biography.


    THE IDEA:

    In anticipation to the release of his book.

    A massive multi-channel campaign would be launched.

    Every page of his auto-biography would


    be leaked all over the country 1 month prior to ofcial launch, via various media.
    The audience could piece together
    his book page by page on using Bing.

    THE STRATEGY

    Objective

    To increase Awareness and use of Bing with Jay-Z enthusiasts Convert casual listener to hardcore fan - by delivering a unique marketing experience that combines the Bing brand with a pop culture icon.

    Strategies

    1. Introduce Why Bing? by revealing a visually differentiated product experience in a compelling,  rst-ever approach while highlighting key Bing entertainment, music and mapping features
    2. Target not only Jay-Zs passionate fan base but also music enthusiasts, 18-34 Gen-X & Y inuencers through a relevant brand connection
    3. Pull people to the marketing experience with innovative OOH creative that acts as both the medium and the destination and game logic
    4. Socialize the campaign through credible inuencers/celebrities and expand WOM by rooting sharing throughout the experience (social currency).

    Goals

    1. 2. 3. 4. 5. 6. Increase in Awareness of Bing within target group
    Sustained online buzz through duration of campaign
    Create positive sentiment within Target
    Increase engagement, Bing search usage and online activity
    Create awareness and demand of book prior to release
    Become trendsetter in mainstream music among Gen X & Y

    Source: Internal Microsoft PPTdeck (Nahuel)


    Bing was the glue that tied it all together.


    Clues to pages on the streets were released through + radio


    Bing Maps revealed pages daily of the exact streets.
    Users were able to assemble the book digitally, on Bings platform.
    Traditional media was ipped on its head by pulling people to OOH  instead of the OOH pushing a message.

    CAMPAIGN ECO-SYSTEM

    .com

    .com

    .com

    THE BUZZ:

    The campaign quickly became the talk of the town.

    News channels
    Celeb tweets
    Facebook likes and shares
    Popular website mentions
    Talk show invites

    All these media platforms were doing the heavy lifting  of getting the word out. And all of it for free.

    THE RESULTS:

    11.7% increase in visits.
    Top 10 most globally visited sites for rst time.
    Best sellers list for
    19 straight weeks.

    Gained over 1million


    new followers.

    1.1 billion
    media impressions.

    WHY IT WORKED:

    Hit the six simple principles of viral marketing. (Dr. Ralph F. Wilson)

    Early release of the book + Give aways, signed books and pages by Jay-Z himself.
    Bing created a platform to easily share with others.
    It was scalable. From simple billboards in key locations to printing at the bottom of a pool at a
    high end hotel.
    Jay-Z is a cultural icon and by nature his fans will do just about anything to be the rst to get
    their hands on anything he puts out.
    Bings platform created an easy way to gather the users in a fun innovative way. Other
    communications channels (eg. twitter, facebook, OOH) were already in place and leveraged.
    Other resources were also exploited such as talk show appearances, Interviews, etc.

    INTERVIEWED:

    Youtube link

    Thank you.
    C es a w m G c a Te va ar a ea ilv ez lo r o e G S C ro El an o ad n i l F r n Y a ia Ti a ric ia ue m l n au ad na ah am ol ia D N A X N M H er r Sa r za rc a a m i o nt e n ai W p ro t a st a da e

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