Titel | The Most Metal Scratch-Off |
Titel (Originalsprache) | 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. |
Agentur | McCann New York |
Kampagne | Black Titanium |
Werbende | New York Lottery |
Marke | Black Titanium |
Posted | November 2019 |
Geschäftsbereich | Lotterie & Glücksspiele |
Story | Black Titanium is the newest $30 Scratch-Off Game from the New York Lottery, with a top prize of $10,000,000 - one of the highest offered for this type of game. |
Medientyp | Branded Content |
Chief Creative Officer | Eric Silver |
Chief Creative Officer | Sean Bryan |
Chief Creative Officer | Tom Murphy |
Executive Creative Director, EVP | Mat Bisher |
VP Group Creative Director | Jason Ashlock |
VP Group Creative Director | Dominick Baccollo |
Creative Director | Emily Salas |
Creative Director | Tyler Gonerka |
Jr. Art Director | Hailey Lawrence |
Jr. Copywriter | Jack McNamara |
Leitender Produktionsverantwortlicher | Nathy Aviram |
VP / Executive Producer | Chance Bassett |
SVP Executive Integrated Music Producer | Eric David Johnson |
Music Producer | Dan Gross |
Music Business Manager | Jamie Jou |
Business-Manager | Natalie Hernandez |
EVP Executive Account Director | Scot Beck |
VP Account Director | Caroline Fuller |
Account Supervisor | Molly Vossler |
Account Executive | Ellery Gitkin |
Account Executive | Carolyn Martin |
Assistant Account Executive | Jessica Foster |
VP Strategy Director | Laura Frank |
VP Communication Planning Director | Michael Goldstein |
Projektmanager | Michael Gonzalez |
Produktionsfirma | Arts & Sciences |
Regisseur | Matt Aselton |
Executive Producer | John Benson |
Produzent | Zoe Odlum |
Production Supervisor | Tracy Zukowski |
Direktor Fotografie | Darren Lew |
Produktionsdesigner | Mark Newell |
Redaktionsbüro | Mackcut |
Cutter | Gavin Cutler |
Editorial Executive Producer | Gina Pagano |
Assistenzredakteur | Alyce Muhammad |
Produktionsfirma | Future Perfect Music |
Audio-Postproduktion | Mackcut |
Mix | Sam Shaffer |
VFX Company | Framestore |
VFX Executive Producer | Sarah Hiddlestone |
Kolorist | Tim Masick |
Sound Company / Music Company | JSM Music |
Music CEO/CCO | Joel Simon |
Executive Producer, Music | Jeff Fiorello |
Music Producer | Norm Felker |
Music Producer | Andrew Manning |
Komponist | Joel Simon |
Komponist | Becca Riter |
Komponist | Seamus Kilmartin |
Komponist | Nathanial Morgan |
Komponist | Jason Krebs |