For the launch of his autobiography, "Decoded", Jay-Z partnered with Bing & Droga5 to create a super creative marketing campaign that turned the advertising for this book into interactive art and even a scavenger hunt for die-hard fans.

From yesterday, the reproductions of entire pages of the book appeared unannounced in locales referred to in those pages; examples include a black leather Gucci for Decoded jacket that has the lyrics mentioning the Italian label stitched on and a 1982 vintage Cadillac Seville with pages dedicated to Run DMC in Queens. Each page found by a fan contains a code that unlocks the next page, giving one lucky winner a 'Lifetime Gold Pass' for two to any Jay-Z concert anywhere.

Combining traditional billboard advertising with interactive new age social media & mobile apps definitely makes this intricate campaign stand out.