01 Mar 2013
Can't Knock the HustleTopics:
A guerrilla-marketing campaign designed to promote a book about rapper and entertainment mogul Jay-Z became the subject of a recent EC case by HBS professor Anita Elberse. The centerpiece of the Jay-Z marketing campaign—a massive, interactive scavenger hunt—was repeated at HBS in November, with clues left around campus to draw attention to the case and its creators. This so-called HBS Showcase initiative will periodically spotlight new cases by dramatizing some of their central elements, just as the HBS scavenger hunt mirrored the scavenger hunt at the core of the Jay-Z case.