Jay-Z and Versetti holding first Decoded page

The marketing campaign for Decoded has been just as (if not more so) interesting and captivating to me as the release of the book itself. Bing and Jay-Z teamed up to create a multi-layered, interactive experience which married the virtual world with real life. Audiences had to go on a treasure hunt to find pages of the book, and then decode them. SoulCulture’s creative director Versetti found the first pages in Brooklyn, but pages have been found in random locations, from Gucci jackets, to snooker balls, to dinner tables in key cities around the world. Here are some of my favourite.

Decoded is out now.

[Spotted @ kubashi]