Consuelo Ruybal

BROOKLYN NY USA

CREATIVE DIRECTOR, INTERACTIVE STRATEGY

2010-2011 Consulting

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BING/JAY-Z DECODED

My role in this ground breaking campaign was to design the conceptual model, game logic and user experience for bing.com/jay-z. Each day several pages of the book were released (the book is 320 pages, the campaign was 4 weeks long.) Bing maps and bing search were used as the game platform. Two clues were written for each page. The answers to these clues were always geographic in nature; inputting your answers into the custom 'Decoded' bing map would get you closer to the location of a page. Once you located a page, a beacon would appear, marking the location of the page and whether or not you were the first to find it. The campaign was covered in New York Magazine, Mashable, Creativity,


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consuelo (at) consuelo (dot) com - 646-295-4760 - brooklyn, ny