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| image: New York decoded |
So tell me, what better way than partnering
with Jay-Z to reach that type of audience. I personally enjoyed watching this
clip of the analytic's of the Decoded Jay-Z campaign and the impact it had on
old school advertising and social media. It gives the finest description of
Trans-media storytelling, now I’m sure you wondering what the hell is
trans-media, well… I did. Trans-media storytelling is a way of allowing a
single story or angle to be told through a shared experience via multiple
social media platforms which includes non-digital technology.
Bing reached to a mass audience
by making use of newspapers, radio, TV commercials, and magazines; this means
that they didn't exclude those who didn't have devices that make use of social
media right?. Even though traditional advertising is expensive, I tend to believe that
it allows you to build relationships with external stakeholders or clients such
as Gucci and broadcasting companies.
Bing created an unforgettable
experience by taking their audience through locations based on Jay-Z‘s life
story where they would get to take pictures next to the advertised pages and
post on different social media channels. Now to make it more interesting Bing
ensured that this online game would ignite a competitive edge for the fans, so
Bing would post clues of where the displayed pages might be on twitter,
Facebook and on radio.
Now take into consideration that these pages
were not just advertised on billboards, they were advertised in swimming pools,
restaurant plates, pizza boxes, cars, and Gucci designed jackets with the pages
printed inside the jacket which gives a twist to traditional advertising.
People who were unable to reach the located cities, they could make use of Bing
maps to collect all the pages and make an online version of the book from the
snip shots they took through Bing maps then win prizes.
Traditional advertising sparks
the need from individuals to research more about the news they see on TV or
hear on radio, and in this case what I
do to stay updated is to check on twitter and if what I see intrigues me, I
share it among my friends. Bing understood what their targeted audience
wanted and it enabled them to deliver the relevant message to their audience which
enhanced audience’s experience and made use of USP.
To see the results of the award
winning campaign check out this video and see that traditional advertising
integrated with social media can make a difference.
YouTube video :Case study on the analytic's of Decoded Campaign
Decoded by Jay-Z was one major campaign. By making the target audience hunt for the pages of the biography was interesting, in sense they make it very interactive and make them feel part of the journey to discovery and uncover Jay-Z. The audience can connect to it.
ReplyDeleteYes, that is so true, i believe that other companies or organisations should understand what intrigues their targeted audience because that is the only way to get them in marketing your campaign, which is through word of mouth when dealing with advertising.
ReplyDeleteThis was an amazing campaign and insured who ever wanted to get involved was given an opportunity. But after the Jay-Z campaign do still think Bing as a search engine achieved and maintained the goals they wanted to achieve through this campaign?
ReplyDeleteLooking at the analytics they did achieve their goal but looking at todays generation some took part because of the hyper and for others I'l be honest to say from my perspective that its possible that they are still supporting Bing but maintaining it will be difficult because Google is a very strong competitor.
DeleteNice topic, whats more interesting about this, is it seems like the campaign wasn't much focusing on jay-z as a hip pop rapper but the attention was on his life and journey to success, i'm I right?
ReplyDeleteThank you dear, Yes that was the main focus and the strategies they took were by making use of social media and traditional advertising which shows that its still effective in this digital age that we are currently in.
DeleteNice topic, whats more interesting about this, is it seems like the campaign wasn't much focusing on jay-z as a hip pop rapper but the attention was on his life and journey to success, i'm I right?
ReplyDeleteNice topic, whats more interesting about this, is it seems like the campaign wasn't much focusing on jay-z as a hip pop rapper but the attention was on his life and journey to success, i'm I right?
ReplyDeleteoh my my Bella this was the most successful campaign and it was interesting and the idea was original best P.R plan.
Deletethis campaign was on point hey like you can tell by just reading your blog that a good prp was involved here
ReplyDeletethis campaign was on point hey like you can tell by just reading your blog that a good prp was involved here
ReplyDeleteThis was a perfect way to get his fans more involved in his life , more especially with the release of a biography.
ReplyDelete