We couldn’t manage without online search engines, but their ease of use has taken away all the sense of adventure and uncertainty we experience in a real life search. Bing partnered with Jay-Z to promote his new biography, Decoded, and in turn increase their relevance. Over a one month period, each page of Jay-Z’s book was creatively placed on cars, walls, swimming pools and other contextual locations, allowing fans to walk through Jay-Z’s life. As each page was revealed, Bing tied them together with an online game that directed fans to the pages on streets across 13 U.S. cities and abroad.

Average player engagement was over 11 minutes per visit, with 1.1 global media impressions and “Decoded” was on the bestsellers list for 19 straight weeks.