bing+jay-z viral

7/31/2019 Bing+Jay-Z Viral

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THE YEAR, 2010


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MICROSOFT APPROACHED

TO PROMOTE

one of the most creativead agencies in the world.


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THE ASK:Drive trial toBing search and maps.at the time held about 11.2% search engine market share in US.

source: comScore qSearch

While increasing relevancewith young audience


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

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

source: RIAA


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+


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In anticipation to the release of his book.A massive multi-channel campaign would be launched.Every page of his auto-biography wouldbe leaked all over the country1 month priorto official launch, via various media.The audience could piece togetherhis book page by page on using Bing.

THE IDEA:


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

by revealing a visually differentiated product experience in a compelling,first-ever approach while highlighting key Bing entertainment, music and mapping features not only Jay-Zs passionate fan base but also music enthusiasts, 18-34 Gen-X & Y influencersthrough a relevant brand connection people to the marketing experience with innovative OOH creative that acts as both the mediumand the destination and game logic the campaign through credible influencers/celebrities and expand WOM by rooting sharingthroughout the experience (social currency).

1. Increase in Awareness of Bing within target group2. Sustained online buzz through duration of campaign3. Create positive sentiment within Target4. Increase engagement, Bing search usage and online activity5. Create awareness and demand of book prior to release6. Become trendsetter in mainstream music among Gen X & Y

Source: Internal Microsoft PPTdeck

(Nahuel)


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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 flipped on its head bypullingpeople to OOH

instead of the OOH pushing a message.


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CAMPAIGN ECO-SYSTEM+

.com

.com

.com


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THE BUZZ:The campaign quickly became the talk of the town. News channels Celeb tweets Facebook likes and shares Popular website mentionsTalk show invites

All these media platforms were doing the heavy lifting

of getting the word out. And all of it for free.


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THE RESULTS:

Gained over1millionnew followers.

Best sellers list for19 straight weeks.

11.7% increase in visits.Top 10 most globallyvisited sites for first time.

1.1 billionmedia impressions.


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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 ahigh end hotel. Jay-Z is a cultural icon and by nature his fans will do just about anything to be the first to gettheir hands on anything he puts out. Bings platform created an easy way to gather the users in a fun innovative way. Othercommunications channels (eg. twitter, facebook, OOH) were already in place and leveraged. Other resources were also exploited such as talk show appearances, Interviews, etc.


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INTERVIEWED:

Youtube link
http://www.youtube.com/watch?v=rj_9xqfX5Oshttp://www.youtube.com/watch?v=rj_9xqfX5Oshttp://www.youtube.com/watch?v=rj_9xqfX5Os


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Thank you.

XianaYanezGarc

a

Damian

Creamer

Nadia

Frolova

Hollm

anSilvaSa

rmiento

NahuelEleazarW

aintrop

AnaTiradoTewe

s

MauricioGarcaC

astaeda

bing+jay-z viral

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