------ While an ad that courted anti-U.S. sentiment won two Grand Prix awards last night, the U.S. showed that it had some creative pride by nabbing its first Grand Prix tonight.
Jay-Z performs during a concert at Yankee Stadium on Sept. 13, 2010, in New York. CAPTIONBy Jason DeCrow, APNew York's Droga5 took the top prize in the Outdoor category for an innovative campaign that both promoted the capabilities of Microsoft's search engine Bing, as well as raised awareness of the new Jay-Z memoir Decoded.
In a scavenge hunt-like fashion, Bing offered up online clues to where single pages of the new autobiography could be located. And they turned up in incredibly unlikely places, such as printed on plates at a New York City restaurant.
While they locations were odd, they were relevant to the book's content. For example, the printed plates were at the same restaurant where the rapper and former U.S. President Bill Clinton had dinner.
Pages were also placed on a pool table, on burger wrappers and even at the bottom of a hotel swimming pool. The ensuing buzz helped Jay-Z to boost his Facebook fan group by about 1 million. Bing garnered a nearly 12% rise in visits during the campaign.
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