Hailey Lawrence
Associate Creative Director at JOAN Creative
New York , United States
TitleThe Most Metal Scratch-Off
Title (original language)Heavy Metal
BriefBlack Titanium is a scratch-off game from the New York Lottery. But it sounds more like the name of a heavy metal band. The agency knew people would be way more likely to care about a new metal artist than a scratch-off game. So it created a fake band called “Black Titanium” and put it on Spotify with a fake four-song EP. Audiences were driven to the fake band via real Spotify artist ads and cryptic social posts. When listeners got to the band page, they learned “Black Titanium” wasn’t actually a band at all. And the songs weren’t real songs: they were musical ads for the Black Titanium game.
Agency
Campaign Black Titanium
Advertiser New York Lottery
Brand Black Titanium

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PostedNovember 2019
Business SectorSubscribers Only
StorySubscribers Only
Media Type Branded Content
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