2012: Bing, Duracell Powermat, Made In America Festival, Brooklyn Nets, NBA 2K13, D’USSE’
If you haven’t yet been convinced by the business insight of Jay Z, you will be when learning about his deal with Bing. He teamed up with the search engine to help him promote his book "Decoded." The result was a genius plan executed flawlessly.
Each of "Decoded"’s 320 pages were placed in various locations mainly around New York City but also internationally 30 days before the release of the book. Each page related to a location that was important in Hov’s life. Clues to the locations were released via Twitter, Facebook and the location could then be put into Bing’s search and mapping technologies. Committed fans could then piece the book together and gain credit. Pages were placed in some very unique locations such as in a custom-made Gucci jacket and covering a Cadillac.
The results were phenomenal. Jay’s fans on his Facebook page increased by 1 million whilst "Decoded" was a best-seller for 19 weeks. Bing also increased its visits by 11.7%.
Hov also signed a multi-year global agreement with Duracell and Powermat Technologies endorsing the Powermat wireless device that keeps smartphones charged. Lending his face and voice to the campaign, he starred in a commercial where he received a call from his beloved B.
2012 also saw the launch of the rapper’s Made In America Festival, using his connections to get Budweiser on board.
The event took place in Philadelphia during Labor Day Weekend. Bringing in music that crossed numerous genres, the headline acts were Jay himself and Pearl Jam. In its first year, it brought in $5 million with 80,000 festival goers.
The rapper also started off his business interest in sports buying 1/15 of 1% of the newly professional Brooklyn Nets for $1 million. As a native New Yorker, the team was close to Jay’s heart. He was said to have been involved in designing the team logo, and giving his say on the team’s recruits.
The following year, Hov went on to sell his shares to Jason Kidd for an estimated $350,000, due to the conflict it created with setting up yet another business venture, Roc Nation Sports.
Jay Z’s interest in basketball wasn’t just limited to the professional game. He also signed up to be executive producer for the video game NBA 2K13. Here he was credited for bringing in the 1992 and 2012 US Men’s National Teams, and was also said to have hand-picked every song on the sound track.
If that wasn’t enough for the year, Jay also became the spokesperson for D’USSE, a premium VSOP cognac. The rapper revved up the competition for the likes of Hennessy and Remy Martin with his backing. Jay Z is frequently seen sipping on the $45 beverage, including while he was at the 2013 Grammy Awards.