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Decode Jay-Z With Bing

Issue 20 | August 2011

Background

Microsoft’s search engine, Bing wanted to connect with a younger audience to make their Search and Maps technology more relevant, improving perceptions of Bing as a culturally appropriate brand.

The plan was to use the launch of Jay-Z’s autobiography ‘Decoded’ to create a deeper experience with Bing, giving millions of Jay-Z fans their first-ever reason to use Bing Search and Maps.

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