The rapper, who is also married to Beyonce will have all 300 pages somewhere in 15 cities around the world and fans can then find clues to identify the locations of these pages. These pages will appear everywhere including traditional print as well as very odd random places such as clothing racks in fashion stores, pool tables, and more.
The campaign, produced by Droga5, goes live today and will run for a duration of 4 weeks until his book goes on sale on November 16th.
What are your thoughts? Is this creative advertising?