The Most Metal Scratch-Off
“Black Titanium” is the name of a Scratch-Off Game from the New York Lottery. But it sounds like the name of something way cooler. Like an extreme heavy metal band. We knew people would be way more likely to care about a new heavy metal artist than a new Scratch-Off Game. So we created a fake band called “Black Titanium” and put them on Spotify, along with a fake four-song EP. 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 real Black Titanium. Emily Salas.
THE MOST METAL SCRATCH-OFF - NEW YORK LOTTERY
“Black Titanium” is the name of a Scratch-Off Game from the New York Lottery. But it sounds like the name of something way cooler. Like an extreme heavy metal band. We knew people would be way more likely to care about a new heavy metal artist than a new Scratch-Off Game. So we created a fake band called “Black Titanium” and put them on Spotify, along with a fake four-song EP. 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 real Black Titanium.
In addition to the tracks, we also made two lyric videos to accompany the songs, and a TV ad to hammer the concept home.
