Jay-Z and Bing have collaborated to turn the corporate rapper's book launch into a nice bit of transmedia gameification, under the guidance of Droga5 New York.
According to the official Jay-Z website:
'Every single page of JAY-Z’s book will be released to the public before the book is in stores, with pages physically placed in locations related to their specific content. The immersive journey will take players from the projects in the Brooklyn neighborhood where JAY-Z grew up and the London streets where he found inspiration, to the building of his empire in Manhattan and beyond. Fans physically in those locations and those playing online with Bing will be offered never-before-experienced insights into JAY-Z’s highly personal process. In addition to high profile media placements around the world, DECODED‘S three hundred pages will be appearing in places and on objects that have never before been used as advertising. From pools and pool tables to bronze plaques and high-fashion clothing racks; a variety of unexpected surfaces will become the canvas for JAY-Z’s art.'
Point to bing.decodejay-z.com
Immersive, extractable, spreadable, drillable, playable, virtual, real-world, connecting with fans. You have to say it's got the lot.
Note: Jay-Z fans will have to be arsed to install Silverlight and use Bing, of course.
HT to Tommy.