| Titolo | The Most Metal Scratch-Off |
| Titolo (Lingua Originale) | Heavy Metal |
| Brief | Black 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. |
| Agenzia | McCann New York |
| Campagna | Black Titanium |
| Cliente | New York Lottery |
| Marca | Black Titanium |
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| Posted | Novembre 2019 |
| Settore | Solo abbonati |
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| Tipo di Media | Branded Content |
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