The One Show
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Category
Innovation in Experiential
Annual ID
OS_EX20_083M
About the Work
Black Titanium is a Scratch-Off Game from the New York Lottery. But when you hear the words “Black Titanium,” other things come to mind. Like an exclusive credit card, or a superhero movie. Instead of trying to fight the confusing ticket name when launching this campaign, we leaned into it. Luckily for us, “Black Titanium” also sounds like the name of a heavy metal band - and our audience loves online radio. We created a fake band called “Black Titanium” and put it on Spotify with a four-song EP. Drove to the band page via real Spotify ads and cryptic social posts. When listeners clicked through to our Spotify page, the artist bio revealed that “Black Titanium” wasn’t actually a band – it was a game from the New York Lottery. And the songs weren’t songs at all. They were ads. The campaign drove a 22.5% increase in Black Titanium sales over New York Lottery’s previous $30 ticket. 37% of streams came from Spotify’s new artist playlists, with our songs showing up alongside artists like Blink 182 and Nicki Minaj. That means Spotify’s algorithms gave us unintended earned media in the coolest format possible: their own promoted playlists. Rock On.
2020 Awards
Total Points: 2
Merit
Credits
Agency
McCann / New York
Client / Brand
New York Lottery / New York
Production Company
Motion Graphics / New York
Music / Sound Production Company
JSM Music / New York
Chief Creative Officer
Sean Bryan
Tom Murphy
Eric Silver
Joel Simon
Creative Director
Jason Ashlock
Dom Baccollo
Emily Salas
Tyler Gonerka
Executive Creative Director
Mat Bisher
Executive Producer
Nathy Aviram
Producer
Dan Gross
Eric Johnson
Chance Bassett
Joanna Fillie
Janine Conway
Lauren Infante
Chen Longo
Wes Richardson
Cyprian Sadlon
Creative Team
Hailey Lawrence
Jack McNamara
Jeff Fiorello
Andrew Manning
Norm Felke
Becca Riter
Seamus Kilmartin
Nathanial Morgan
Jason Krebs
Account Team
Jamie Jou
Natalie Hernandez
Scot Beck
Caroline Fuller
Molly Vossler
Ellery Gitkin
Carolyn Martin
Laura Frank
Michael Goldstein
Michael Gonzalez
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