Amazing case study done by Droga5 ad agency in NYC. They used Jay-Z’s autobiography Decode to promote the search engine Bing. Three hundred pages of Jay-Z’s book were hidden around the world. At the website bing.com/Jay-Z, people had a chance to piece the pages back together using Bing Maps.
“Gucci made custom jackets stitched with a page, a Cadillac wrapped with pages paid homage to the birthplace of new York hip-hop, a page about big pimpin covered the bottom of the Delano pool…”
More here: http://bing.decodejay-z.com
Agency here: http://www.droga5.com