The 6 God is Watchingx
The 6 God is Watching
Universal Music Group
Clear Channel Canada
Entertainment / Culture / Leisure
To subtly introduce Drake’s new forthcoming album by triggering fans’ curiosity and therefore generate social media interaction.
Rapper Drake’s fans. Hiphop music lovers. Age group: millenials.
Strategy and Media Used:
One billboard displaying a crypted message composed of 3 words, a symbol and a number – located aside the Gardiner Expressway in Toronto.
Earned media impressions in 7 days (Nov. 3 to 10): 86.72 million Unique mentions on Twitter: 8,952 Total impressions on Twitter: 67.8 million Total impressions on Facebook: 18.8 million Total impressions on Instagram: 45,000 Story was covered on major news outlets: Time, GQ, MTV, Billboard, Complex, Pitchfork, CBC, MuchMusic Primetime television coverage: CityNews See more at: http://clearchanneloutdoor.ca/drake-viral-billboard/#sthash.ex3ptNZv.dpuf