Jay-Z and Droga5 are Wow.
To promote Jay-Z's soon-to-be released (11/16/10) memoir, "Decoded," Droga5 has devised an incredible campaign. Starting yesterday, they're recreating every page of the book in the environment where the contents of the page originally took place. So for instance, say one page of the book takes place in Times Square? Boom, there's the page lit up in TImes Square. But some places will not be so conventional, for example people will also find pages replicated in the lining of a suit or on the bottom of a pool.
"We've made canvases out of some pretty extraordinary places," says Droga5 Creative Chairman David Droga. "We've turned everything into outdoor—350 pages are outdoor and another 100 and 150 are things that money can't buy." The latter will involve some familiar other big names, which at press time Droga could not disclose. "A lot of other big global brands and icons have stepped up to turn themselves into canvases," he says.
But that's not all. It's also a scavenger hunt. People are invited to find each page of the book as well. Using Bing maps, people will have the chance to search for each page online as they are given daily clues to where each page might be found. The audience will be able to view the locations online, or go out and find them themselves in the real world.
"We're trying to do something that's consistent with the Jay-Z brand," Droga explains. "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."
And on top of all that, the first players to find a page get a hard copy of the book with that page signed by Jay-Z. They will also all be eligible to win in an drawing for the grand prize - a ticket to see Jay-Z and Coldplay in concert on New Year's in Vegas.