Monday, 30 October 2017
Monday, 9 October 2017
Thursday, 5 October 2017
Jay z’s campaign called Decoded, may actually be the most
creative way of using cross-media to advertise his autobiography ever.
The first thing that the campaign does is helps to promote
the autobiography of Jay Z and also promotes the company of Bing. From this
campaign the autobiography was a big hit and also the company of Bing became as
popular as Google. The pace of the video is quite quick to symbolise how
quickly the autobiography and the website Bing became popular. It could also
symbolise how quickly it took for the campaign to be set up.
The next thing that this campaign does is target an audience
that possibly doesn’t know Jay Z and his music so that they and try to
understand what his life has been like and also why he does the genre of music that
he does. The campaign could also target at a younger audience so that they can
try and live a better life than Jay Z as he may have not had the best
upbringing in life. Finally the campaign may be targeted at his fans so that
they can get to know more about him than what they already know.
The pages of the autobiography weren’t just placed around
casually, they were placed in certain places so that it symbolised the story
that was told on each page. Another reason that the pages were placed in
certain places was so that the public could walk through his life and try and
experience what his life has been like.
Throughout this campaign, there was various media platforms
used. For example one of the types of media platforms that was used was
clothing. Gucci made a jacket and it was one of the page of the autobiography
so that a wide range of people could be made aware of the autobiography and
read what was printed on the jacket also, increasing the target audience even
more. Another form of media that was used during this campaign was social
media. The way that social media was used during this campaign was that when
someone from the public, they could post a picture with the page that they
found in order to help other people who were on the hunt for the pages out. A
third piece the media platform that was used was gaming. For this campaign
there was a game produced in order for people to find the pages of the book in
a more creative way than just walking around finding the pages, they could also
interact with the game whilst finding the pages of the book.
Another thing that happened during this campaign was that
Bing would post clues online as to where certain pages of the book where. This
engaged the target audience as they would have to work out from the clues given
by Bing where the pages of the book where placed. This also would have made
Bing more popular as it interacted with the target audience.
During this campaign, many businesses would’ve been more
popular as they had a page of the book. For example one hotel had a page of the
book tiled to the bottom of a swimming pool. Another business that would’ve
been made more popular is a gym that had one of the pages turned into a punch
bag. A third business that would’ve been made more popular from this campaign
is a restaurant that had one of the pages as wrapping paper for food.
Thus campaign was all done through the golden age. If it
wasn’t for the golden age then people wouldn’t have been able to help other
people out by social media. Also if it wasn’t for the golden age we wouldn’t
have the internet and Bing wouldn’t exist and be as popular as it is today and
also Jay Z’s autobiography wouldn’t had been as popular as it was.
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