Droga5 New York taps Bing to invite fans to decode Jay-Z’s upcoming memoir Decoded via online search experience and interactive game

Droga5 New York has launched a search experience and interactive game to promote Jay-Z’s upcoming memoir, Decoded. Fans can use Microsoft’s Bing to decide how to find the locations that inspired his lyrics.

Bing Maps and Bing Entertainment are used to give fans access to the stories behind Jay-Z’s songs. Over the next month, fans can come together to compile Decoded online before it’s released in bookshops on November 16. The grand prize is a ticket to see Jay-Z and Coldplay in Las Vegas on New Year’s Eve.

Droga5 creative chairman, Dave Droga told Creativity: “We’ve made canvases out of some pretty extraordinary places. We’ve turned everything into outdoor – 350 pages are outdoor and another 100 and 150 are things that money can’t buy. A lot of other big global brands and icons have stepped up to turn themselves into canvases.

“We’re trying to do something that’s consistent with the Jay-Z brand. He does all these incredibly bold things in the music industry. He wants to do the same thing to the publishing industry. What’s bolder than putting every single page of your book out in the real world, so if someone wanted to read it or discover it, they don’t have to buy the book? He’s so confident that the story’s compelling, the reader will get so caught up in looking at this that they’ll want to buy the book.”