In the year 2010, David Droga along with Andrew Essex, the co-founders of marketing agency Droga5, hope to encourage both John Meneilly, manager of hip hop star Shawn Carter (better known as Jay Z) and a partner in Carter's company Roc Nation and Yusuf Mehdi, senior vice president of Microsoft's Online Services office, to enter into an unprecedented, high-positions partnership to benefit the launch of Carter's new lyrical memoir, Decoded. Droga5's revolutionary alternative is to kill two birds with one stone: a huge, interactive scavenger hunt including outdoor, bespoke, and digital media.
Droga5 is asking Microsoft to shoulder most of the prices of the campaign because Spiegel & Grau, a Random House imprint that holds the rights to the novel, lacks the funds to market Carter's memoir at a scale deserving of a superstar. How can Droga5 broker a contract between Roc Nation, Random House, and Microsoft, and make certain success for all the parties? And is chasing this effort thought a bright investment for the young service? The case describes a group of conclusions that paved the method for a groundbreaking advertising campaign that would win major advertisements-business awards, for instance, Grand Prix at the 2011 Cannes Lions International Festival of Creativity plus a 2012 Gold Effie.
PUBLICATION DATE: July 25, 2012 PRODUCT #: 513032-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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