OK, now let’s begin by seeing how BING did it. For me the idea of BING willing to dethrone Google as the top search engine is creatively genius. BING brought Jay-Z and developed (I must say) this brilliant innovative campaign to mutually help Jay-Z launched his book: Decoded.
How they did it?
They were actually placing 320 pages of the book in 600 unique advertising placements (billboard, swimming pool, even Gucci leather jacket) of 15 cities around the world. Then people will identify the locations of each page on BING maps and uploading their picture in order for them to get prizes. The clue itself was left within BING search engines and social medias sites such as Facebook and Twitter.
In this day, creativity plays a huge role in determining the success of an ad campaign. This campaign is one of those marketing campaigns that really capture the viewers NOT ONLY attention but also their PARTICIPATION.
In my opinion, I should admit that this is a phenomenal campaign. It is beautifully integrated and they bring the idea of media of communication into broader view. During this promotional activity (February 2011), BING could beat Yahoo for the first time ever in terms of search market share (4.37% vs 3.93%). It has also stolen over 3% of Google’s market share.
What made it successful?
We took it to places that money can’t buy
For me, there are 2 keys of success that BING used in order to win this competition:
1. Clear message content
The campaign had a clear message content that was intentionally done with an emotional approach. They could invite the viewers to feel and experience to find the pages they put across the world, feel the excitement in finding the clues by looking for another pages or just purchase the book. They were not only treating the viewers as fools by actively giving the information and ads to them so that they will passively receive.
The word “Decode” itself gives the consumer an impression that this campaign was actually requires active participation.
2. Integrated communication
In Decode Jay-Z campaign, they are not only using the ‘primitive’ ad materials like billboard or TV and social medias. But they used a very distinctive formats to attract the viewers like burger wrapper, Gucci leather jacket, cars, swimming pool, and giant billboard.
From this paid media, they also bring people to its owned media which is BING search engine itself. People can search for clues and upload or search the picture of other pages on BING map as well. From these two paid and owned media, BING successfully create the buzz for the power of Word-of Mouth (WoM). They generate more attention freely from WoM they got from its paid and owned media. People began talking about it… And guess what, based on Nielsen Global Trust in Advertising Survey, only 14% of people trust ads. While 78% of people trust consumer recommendations. And BING knew it very well…