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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.
Over 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.
You can read more about this in a blog post by the BING team here.