Infusing a Brand into the Culture: Bing and Jay-Z

Cultural relevance can be grown organically or hyper-infused. A blockbuster example of cultural infusion is the partnership between Jay-Z and Bing. This epic multi-channel marketing campaign used an online game as its pinnacle element of engagement. Econsultancy reports that Jay-Z added 1m Facebook fans and Microsoft reported that the average player engagement was 11 minutes per visit. (That’s big!)

Here’s a behind-the-scenes tour of the campaign: