Decode Jay-Z with Bing - Case Study

This blog seems totally sycophantic; "one of the most innovative advertising campaigns ever seen". It seems like someone is angling for a job at that creative agency? They've missed the fact that every company under the sun has done the 'adult treasure hunt' in the last decade by creating ARG's. This is a watered-down, mainstream version that might be more accessible, but it's certainly not innovative.

To top off the criticism, the prize is tickets to see Jay-Z and Coldplay? Maybe I've missed something, but those are the only two things I can imagine with less synergy than Jay-Z and Bing.

Took halfway down the page to explain what (or who) Jay-Z was. I thought this would be some interesting cryptographic thing.

Would have been great to see some samples to decode from the campaign.Do share if you have some.

I never use Bing neither I am a fan of Jay-Z, that explains why I never heard about this campaign before. But, for whoever interested in Advertising, this lesson might give some ideas for the purpose of reaching a mass market with "Win-Win" strategy.

I've never heard of this campaign and never use bing.

However, I don't think I was the target market.