Andrew Manning
Senior Music Producer at Bootleg Films
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
Chief Creative Officer E..c S...er Subscribers Only
Chief Creative Officer S..n B...n Subscribers Only
Chief Creative Officer ..m M...hy Subscribers Only
Executive Creative Director, EVP ..t B...er Subscribers Only
VP Group Creative Director J...n A....ck Subscribers Only
VP Group Creative Director Do....ck Ba....lo Subscribers Only
Creative Director E...y S...s Subscribers Only
Creative Director T...r G....ka Subscribers Only
Jr. Art Director H...ey La....ce Subscribers Only
Jr. Copywriter J..k Mc....ra Subscribers Only
Chief Production Officer N...y A...am Subscribers Only
VP / Executive Producer C...ce B....tt Subscribers Only
SVP Executive Integrated Music Producer E..c D...d J....on Subscribers Only
Music Producer ..n G...s Subscribers Only
Music Business Manager J...e ..u Subscribers Only
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EVP Executive Account Director S..t B..k Subscribers Only
VP Account Director Ca....ne F...er Subscribers Only
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Executive Producer, Music J..f Fi....lo Subscribers Only
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