As Bing launched in 2009 into a market dominated by Google, Bing needed to increase usage and position itself as a modern choice. A younger target is key to growing Bing’s market share but is highly suspect of advertising and product claims.

Droga5 decided to mash pop culture with the search technology to launch an integrated campaign that leverages on guerrilla marketing and social networking. It is not only greatly culturally relevant to the younger demographic, but stays true to Bing and the Jay-Z brand.

Absolutely brilliant execution.

(via someclever)