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Jay Z And Microsoft Bing Case Study

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Marketing

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New York University

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Running Head: JAY-Z and BING_ CASE STUDY 1
Jay-Z and Bing Case Study
Student's Name
Institutional Affiliation

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JAY-Z and MICROSOFT BING CASE STUDY 2
Question 1:
The movement decoded Jay-Z's case study was flung in the year 2010. Shawn Carter discovered a
game-changing marketing plan for his autobiography. Microsoft required a plan to increase and
lift the usage of its Bing exploration engine. It initiated an integrated marketing campaign, also
known as a transmedia event. Having the same interest, JAY-Z and Microsoft collaborated to
achieve a massive marketing campaign.
The abbreviation IMC means Integrated Marketing Communications. These ensure all forms of
communication are cautiously linked together to achieve specific set goals and objectives. IMC
involves integrating promotional tools and components to work together incongruence. The
promotion has a distinct mix of communication tools that work better if they are not isolated. The
aim is to ensure that the target market or customers are reached, achieve the set mission, create a
theme or message, blend communication technique, channel or mode of communication, budget,
and eventually measure results through analysis. All this was successful in this case.
In their campaign, Bing and Jay-Z used diverse integrated marketing communication components
through the Droga5 marketing agency to achieve a successful marketing campaign with mutual
benefits. Their main goal was to promote both of their products concurrently. Droga5 came up
with a groundbreaking awareness for the advancement of its mammoth consumers. The
exceptionality was to use one for the improvement of the other and vice versa.
IMC component used in the campaign included public relations, online promotion, Advertising,
and outside advertising through posters, Radio set, Television, and Search engines, including Bing
check. Further, mapping of the streets and creation of the Board mass media approach technique

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JAY-Z and MICROSOFT BING CASE STUDY 3
was involved in sending of clues through twitter and Facebook for various locations and places
mentioned in Jay-Z Autobiography book.
To ensure public relations technique, Jay-Z directed out hints on social media platforms such as
Facebook and Twitter, where fans would look for massive forms of his Book's pages. For example,
a bronze plaque attached to the wall of the Marcy Avenue flat where Jay-Z spent his infant life,
depicted leaves 2 and 3 of the Book. Fans worked to cracking the clues through the Bing search to
locate various places where they would get the different pages of the Book. The campaign involved
customers and consumers in a dozen cities worldwide.
Putting up clear channels helped in building more buzz by running Promotions hence enhancing
publicity technique. In a month, devotees had pursued all pages of the Book merely depending and
guided by the clues Jay-Z gave out over public social media sites and searched location on Bing.
Microsoft Bing was used to producing an online contest with bibliophiles, and fans would discover
the pages. These showed why more prominent multinational corporations use highly respected
celebrities to achieve their mission and goals. The motivation behind this was that the foremost
individual to determine all the pages was entitled to triumph a signed copy of the manuscript and
an expedition to Las Vegas to timepiece Jay-Z and Coldplay in new year's performance.
Additionally, Droga5 marketing and promotional agency, hired by Microsoft and Jay-Z, used
advertising in their integrated marketing campaign. The creativity involved in marketing was of
high standards. Half of the Jay-Z's Book's pages were shown on traditional advertising mechanisms
involving billboards and Magazines, while the other half was on locations correlated with the story
of which consumers were involved in decoding. There were installations of advertisements at
subway stops and boardwalk at Brooklyn beach, which were references to events and moments

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Running Head: JAY-Z and BING_ CASE STUDYJay-Z and Bing Case StudyStudent's NameInstitutional Affiliation1JAY-Z and MICROSOFT BING CASE STUDY2Question 1:The movement decoded Jay-Z's case study was flung in the year 2010. Shawn Carter discovered agame-changing marketing plan for his autobiography. Microsoft required a plan to increase andlift the usage of its Bing exploration engine. It initiated an integrated marketing campaign, alsoknown as a transmedia event. Having the same interest, JAY-Z and Microsoft collaborated toachieve a massive marketing campaign.The abbreviation IMC means Integrated Marketing Communications. These ensure all forms ofcommunication are cautiously linked together to achieve specific set goals and objectives. IMCinvolves integrating promotional tools and components to work together incongruence. Thepromotion has a distinct mix of communication tools that work better if they are not isolated. Theaim is to ensure that the target market or customers are reached, achieve the set mission, create atheme or message, blend communication technique, channel or mode of communication, budget,and eventually measure results through analysis. All this was successful in this case.In their campaign, Bing and Jay-Z used diverse integrated marketing communication componentsthrough the Droga5 marketing agency to achieve a successful marketing campaign with mutualbenefits. Their main goal was to promote both of their products concurrently. Droga ...
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