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In support of the launch of JAY-Z's first book,
DECODED, JAY-Z and BING have
just launched a
multi-platform search experience and interactive game. The objective of this
experience is to help people decode the hidden meanings behind some of JAY-Z's
most provocative songs by locating the places that inspired them. Running through November 20, the immersive online experience
utilizes multiple facets of Bing, including Bing Maps and Bing Entertainment,
to give fans full access to the stories behind JAY-Z's songs. Powering this
historic and groundbreaking game is Windows Azure, which enabled the entire
experience to be built in one month and provides the scalability required to
support potentially huge spikes in usage and demand as the game progresses.
the next month, fans will come together as a community to compile DECODED online before it hits
bookshelves. The contest will challenge players to find
all 300 pages of JAY-Z's book, which will be located via 600 unique
traditional, non-traditional and digital advertising placements in 15 locations
around the world and in Bing Maps.
Players of the game, produced by creative agency Droga5, can play at Bing.com/jay-z, or in-person by locating the clues in New York City, London and
beyond. Any player who locates a page online, or in-person (by texting unique
game codes from the page) is entered into a drawing for a prize: the specific
page they've located, signed by JAY-Z. All participants will be entered for a
grand prize: two tickets to JAY-Z and Coldplay in concert
in Las Vegas on New Year's Eve.
DECODED is on sale November 16 from Spiegel & Grau, an imprint of the Random
House Publishing Group.
can read more about this in a blog post by the BING team here.