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.