Roc Nation and Vic Mensa launched the marketing strategy just yesterday in preparation for Mensa's forthcoming album which is set to drop anytime soon, we hope. This is actually the second time an artist does this type of marketing. Jay-Z had fans run around the streets of New York, London, L.A and Vegas where they had to find some pages of his Decoded book.
Both Mensa and Roc Nation posted locations of various bookstores in Chicago where fans can go and upload a photo with the hashtag #vicmensa. If they are fast enough and happen to catch him at that particular store, they'll get to hear the new album.
A photo posted to Twitter revealed the words "The Autobiography As Told By Vic Mensa Based On A True Story" with the date "7-28-17" written on one of the bookstores' windows. This could point to the name release date of the project although the official name of the album was listed as The Autobiography dropping on July 14th.
Looking forward to the release of the project, whenever it is.