The amazing campaign I wrote about earlier this week continues to inspire and expand. Jay-Z’s Twitter feed has a quarter million followers waiting for the latest clue update while his official Facebook page now has over 5 million fans, up a half million in the past three weeks, and gives up-to-the-minute updates on the Decode campaign for his book release. Fans are posting photos of themselves with the pages they have found. In other words fans (read: consumers) are actively spending their time searching for, interacting with and sharing their experience with content from a soon-to-be-released book.
Beyond posting to their favorite social media sites I’m guessing that a good percentage of these people are among the first proud owners of a hard cover of “Decoded” the book too.
This is really good example of how to use transmedia to create real interaction, generate conversation and expression, and ultimately encourage and increase desire for a product. And there’s still four days to go before the book even hits the streets!