The Magna Carta Holy Grail app became available in the Google Play store on June 24th. It was available as a free download exclusively to owners of Samsung Galaxy smartphones. To encourage download, a multifaceted awareness campaign was created that included a video billboard takeover of Times Square and digital media placements on key sites. In just ten days’ time a million Samsung Galaxy users would install the app, and during that time they accessed behind the scenes video, unlocked track lyrics and watched the countdown for the album drop. On July 4th app owners were then able to download the free Jay Z album.

The primary goal of the program for Samsung was to get a million Galaxy owners to install the Magna Carta Holy Grail app by the pre-release date of July 4th. That goal was achieved, and on July 4th those million Galaxy users were able to download the free album. But probably the more significant impact of this campaign was the effect it had on the music industry. Because as a result of Jay Z launching his album this way, in collaboration with a brand, the Recording Industry Association of America actually re-wrote their rules for platinum album certification.