This is without doubt the best integrated campaign I can remember seeing to date. Droga5 devised a location-based scavenger-hunt game to promote Jay-Z’s upcoming memoir, Decoded. Giant pages began showing up in places mentioned on those actual pages in the book—all relevant in some way to Jay-Z’s life. The people who discovered them first could “claim” them via text message, and then “decode” them online, with help from Microsoft’s Bing search engine. The pages popped up in unconventional public areas like swimming pools and clothing racks (something IsReads has been doing to great effect). It was a very cool campaign, winning numerous awards.