Droga5 Decoded Campaign, Case Study Example

Droga5’s investment opportunity together with Bing, Jay-Z and Random house appears to be a wise investment that would considerably benefit each stakeholder positively. The investment opportunity has been designed in a manner that all parties get what they want relative to their financial strength. All parties look to gain from the campaign in the following ways;

Droga5

Droga5 is the advertisement company that has been hired by both Bing and Jay-Z separately, to conduct an online marketing of their respective products. Droga5 stands to considerably gain from this investment by means of merging two big clients and creating a mega account within their ranks. This deal would cost to the tune of “2 million, making it one of the company’s biggest campaigns (Newman). The company would not have to incur the costs of developing and executing the marketing strategy. All the finances would be handles by the biggest client in the deal, Bing (Microsoft).

This deal would entail the use of innovative marketing strategies to market two completely unrelated products. While they had initially been employed to run the campaigns separately, the creativity and innovation within the company developed a mega campaign that will use the features of each product to accentuate the other. This will foster creativity and innovation to develop each aspect of the campaign to highlight the features of Jay-Z’s autobiography while showing the users the features of the Bing search engine as well as its maps functionality.

Roc Nation (Jay-Z)

Jay-Z has been placed as the center and pillar of the campaign. The campaign has employed the public appeal of Jay-Z and the Roc Nation brand to create a buzz about a product online. The Roc Nation Brand gets to considerably gain from this deal by virtue of having their product marketed on a global platform. This offered the book a bigger global platform than it would have received using conventional book marketing campaigns.

Furthermore, the campaign was one of a kind, setting the autobiography apart by creating a social buzz about the book. The magnitude of the campaign provided the autobiography global appeal. The innovation in the strategies that were employed in the campaign would capture the intended target market. Hip-hop listeners tend to consume web pages than the average web user.

Random House

Conventional book marketing campaigns are usually run by the publisher. They would make sure the book got a public audience and the writer would have public book signings to popularize the book. The costs of the campaign would have to be taken care of by the publisher in such cases. However, this campaign would have a third-party client take care of the financial aspects of the campaign. Furthermore, their involvement was to oversee the final design of the book.

Bing (Microsoft)

Microsoft is the main client in this deal. Because of the nature of its product, an online search engine with the maps features, would provide the ideal vehicle to launch the campaign. This would popularize the book on an online platform while also popularizing the different aspects of the Bing Search engine as well as the Maps features (Ansett). The users would be able to access clues on the general vicinity of the particular page of the book from a number of pages that have been distributed in different geographic locations.

Hierarchy

This campaign has been designed such that all four partners are involved in a given aspect of the campaign. Microsoft’s technologies would be used in the campaign and it would finance the whole campaign. However, they would not have their own team running the campaign. All Microsoft technology will be at the disposal of Droga5 marketing group who will employ the expertise of Microsoft’s staff. Random House would only have authority over the final content that is release as pertains to the quality of the final product.

However, Jay-Z and Roc Nation hold the most cards as the campaign has been modeled around their product. They maintain considerable control over the manner in which the product is released to the public and in which format (Elberse and Owusu-Kesse). They are involved throughout the project, giving them considerable influence over all aspects of the campaign.

Evaluation of Campaign Idea

The campaign idea is write innovative and effective. The campaign has managed to identify specific target market for which the product would be most suitable. They have then gone further to use the different features of the Bing search engine to market the product by creating a following and building anticipation within the market.,

By releasing free content, consumers get the chance to read the content before it comes out. The adventure part of it would effectively capture the intended target market of ages 18 to 24. This age group entails the most consumers of web content than most average web users. By exposing Bing to this segment in the market, the popularity of the search engine becomes synonymous with a particular age group (18-24 years) who listen to hip-hop, essentially Jay-Z fans.

The campaign highlights the unique features of each product where they complement each to create value that is collectively realized by both clients. The campaign highlights the lyric breakdown of Jay-Z’s work from previous albums, explaining the meaning and inspiration behind these lyrics. At the same time, the campaign highlights the different features if Bing’s search engine and increasing its popularity by employing the map feature. This is an innovative technique of using the characteristics of two unrelated products to create a synergy f their features within the marketing in the campaign.

Prediction

Decoded, Jay-Z’s autobiography, will have its sales driven upwards upon its official launch. This is because, the marketer has employed an effective campaign to first introduce the product to the market, create ample popularity before releasing it. The highest consumers of web content lie between the age of 18 and 24 years (Elberse and Owusu-Kesse). This also happens to be the most pro-hip-hop age group within the demographic. As such, therefore, launching the campaign on an online platform would considerably increase the books popularity before its launch. By releasing free content to the market prior to the release of the book builds good will with the market and considerably increases popularity.

Bing also stands to realize considerable increase in the number of visits per day. This is because the campaign would require the participants to use Bing search engine and the maps features in order to get clues on the next location of the free content. Bing would also be exposed to a particular market niche, young hip-hop fans. This would lead to an increase in market share, improving its position against its competitors.

Works Cited

Ansett, Dave. “Bing | Decode Jay-Z – Online Integrated Brand Campaign.” 1 August 2011. Truly Deeply. Internet Source. 21 April 2016. <http://www.trulydeeply.com.au/madly/2011/08/01/bing-decode-jay-z-online-integrated-brand-campaign/>.

Elberse, Anita and Kwame Owusu-Kesse. Droga5: Launching Jay-Z’s Decoded. Boston: Harvard Business School, 2012. Print.

Newman, Andrew A. “Find Jay-Z’s Memoir at a Bookstore, or on a Billboard.” 17 October 2010. The New York Times.Internet Source. 21 April 2015. <http://www.nytimes.com/2010/10/18/business/media/18adco.html?_r=0>.