| 标题 | The Most Metal Scratch-Off |
| 标题 (原始语言) | 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. |
| 广告公司 |
McCann New York
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| 广告战役 |
Black Titanium
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| 广告主 |
New York Lottery
|
| 品牌 |
Black Titanium
|
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| Posted | 11月 2019 |
| 行业领域 | 仅限订阅者 |
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| Executive Creative Director, EVP |
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| VP Group Creative Director |
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| Jr. Art Director |
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| 项目经理 |
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