Launching campaign Jay-Z bio 'Decoded'

Decode on Times Square, New York…

…and on the bottom of a swimming pool.

Jay-Z has launched his autobiography and as you could expect from a somewhat megalomanic hip hop entrepreneur it went BIG. An extraordinary and never seen before launching campaign turning the marketing for a book in to an interactive event and even a hunt for pages of the book, placed in situations and place where they fit the content.

Fans could log on to bing.com/jay-z between Oct. 18 and Nov. 20 (last Saturday). In these four weeks leading up to the book’s release, every single page of ‘Decode’ was placed out in the world in locations related to their content.

Pages appeared everywhere, from billboards and bus shelters, to swimming pools and pool tables, from Gucci jackets to burger wrappers or onto a 1980s Cadillac parked in front of a Run-DMC mural in Queens, New York. Fans found the over 300 pages on Bing Maps by solving Jay-Z clues with the help of Bing Search and recompiled the book online before it hit the store.

Thumbs up, brilliant concept and use of media! One question remains. Were all the pages actually there, or was photoshop involved in some cases?