The Jay-Z 'Decoded' Case Study Analyzes the Genius Advertising Campaign
Jordan Sowunmi — June 13, 2011 — Marketing
References: droga5 & creativecriminals
One of New York's most celebrated advertising award ceremonies, the One Show, has released a comprehensive video entitled the Jay-Z 'Decoded' Case Study, to commemorate the success of one of the modern history's most detailed and effective marketing campaigns.
Created in partnership with Droga5 -- an independent advertising agency based in New York City -- the campaign saw each page of Jay-Z's 320-page 'Decoded' autobiography released in unusual places (on plates in the famed Spotted Pig restaurant in New York, on custom Gucci jackets at the Guuci store in New York, on bus station ads in Glastonbury, UK), allowing the story on each page to dictate their location.
The Jay-Z 'Decoded' Case Study also delves into the unmatched success of the advertising campaign. Bing reached the top ten most visited websites for the first time in history, 'Decoded' sat on the best seller's list for 19 straight weeks, and the success of the Jay-Z 'Decoded' advertising campaign was covered by press all over the world. View the video to see what the hype is about.
Created in partnership with Droga5 -- an independent advertising agency based in New York City -- the campaign saw each page of Jay-Z's 320-page 'Decoded' autobiography released in unusual places (on plates in the famed Spotted Pig restaurant in New York, on custom Gucci jackets at the Guuci store in New York, on bus station ads in Glastonbury, UK), allowing the story on each page to dictate their location.
The Jay-Z 'Decoded' Case Study also delves into the unmatched success of the advertising campaign. Bing reached the top ten most visited websites for the first time in history, 'Decoded' sat on the best seller's list for 19 straight weeks, and the success of the Jay-Z 'Decoded' advertising campaign was covered by press all over the world. View the video to see what the hype is about.
Trend Themes
1. Location-based Advertising - The success of the 'Decoded' campaign shows the potential for location-based advertising to create buzz and drive sales.
2. Partnerships Between Brands and Independent Agencies - The 'Decoded' campaign was a successful partnership between Jay-Z and Droga5, showing the potential for brands to work with independent agencies instead of traditional ad agencies.
3. Integrated Marketing Campaigns - The 'Decoded' campaign's use of various forms of media and advertising, including print, outdoor, and digital, highlights the potential for integrated marketing campaigns to reach a wide audience.
Industry Implications
1. Advertising - The success of Jay-Z's 'Decoded' campaign showcases the potential for the advertising industry to create unique and effective campaigns that resonate with consumers.
2. Publishing - The 'Decoded' campaign's success in driving sales of Jay-Z's autobiography points to the potential for publishers to use creative marketing tactics to boost book sales.
3. Fashion - The 'Decoded' campaign's use of custom Gucci jackets as a marketing tool highlights the potential for the fashion industry to use unique marketing tactics to promote their products.
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