I think the coupling of the Jay-Z autobiography "Decoded" and the gaming of finding the sites helped to raise awareness or popularity of the Bing website because it gave Bing grab the attention of a market that they normally wouldn’t appeal to. In most cases people use google as their normal search engine. What Bing did in this partnership was appeal to the younger generation who doesn’t necessary use books anymore. We tend to use social media, nooks, iPhone more to get access to information on anything. Jay-z has billions of followers that have a brand loyalty to him. Bing knew if they partnered with a power house name that was not only successful but we trust worthy then it would take them no time to gain the love and trust of the people.
