“A CEO’s mind, that marketing plan was me”

Jay-Z is no stranger to marketing himself and his brand. The campaign to promote his upcoming book Decoded might be his most unique yet.

Pages of the book have been placed out in the world for his fans to find. At bing.com/Jay-Z fans can piece the pages back together using the search engine’s decision-making capabilities and Bing Maps. Things unfold when fans answer clues about Jay-Z life and lyrics, and the real-world location of those pages are revealed.

Since October 18th “Jay-Z Decoded by Bing” has taken players from the streets of Brooklyn, to luxury hotels in Miami, to New Orleans’ rooftops. Here are some pictures: