Idea 1 Research - Jay Z Decode Bing Campaign

One of the first ideas I had about my big idea within my project was taken by inspiration and research in travel/treasure hunt advertising campaigns. I remembered when we studied about marketing in uni and thought all about the brilliant idea that came around from Jay Z's campaign with BING. This whole idea was brought around to promote his new autobiography. The main idea being a treasure hunt where in ideas and images you would be able to own every page of one of the first chapters from his book, for free. All you needed to do was travel around places that had a deep and special meaning to the man himself. Everything from pools to bus stops had pages featured and were all easily accessible from the place in person to even being able to access them on line in a Google street map style view.

One of the main things that I saw was reappearing throughout all my brain storms and ideas from my brief was the idea of travel and sight seeing, therefore I wanted to create something that would be seen as fun by the target audience of STA Travel; students and also take on the idea and function of a travel plus. So I did just that and thought of travel and came up with a treasure hunt idea, made easier with easy access to a portable travel charger and the hunt of places and clue. However this wasn't the same idea or need as the decode campaign and of course I needed to add the urban street style trend into the mix as well. After looking into ideas for places to visit I decided to make a 'Grunge/urban street' style treasure hunt. Places which were known for break through moments in the trend, iconic places and even places that simple embodied that feel would be featured to lead you around the world in seeing places that STA Travel thought best fit what I wanted to achieve and the vibe I was going for.

Each place would have something which either connected to the trend itself or the ideas behind the trend. e.g, abandoned places, old buildings, music venues and anything which was connected to it as a whole. Therefore it would let people travel to everywhere and anywhere; and if they couldn't make it to that place then an online world would be set up for them to access which would still allow them to travel even just from their own home. The whole experience would lead to different places depending on where you start and would prompt everyone to post images and updates online with a simple hashtag.

One of the biggest factors that needs to be held throughout the whole process is making it easy to be used and shared online, therefore having this whole experience easily shared through many different types of social media would increase the success of the whole project but even further fulfil the brief in the social and media understand of the product, brand and trend, putting them all together as one. Every clue or place that is found can be shared by one simple #chargeintotravel something which will get the word spread about the whole idea and also give anyone taking part a better chance of winning the big prize at the end. 

The big prize at the end, with this whole campaign it is created to make people want to take part in it, so as they are spreading the idea behind STA Travel as well as the product of a travel plus/portable charger they are also aiming to getting the prize at the end. Supplied by STA Travel a 2 week interailing pass for you and a free with hotels paid for. The idea of travel is rewarded with travel.