The 6 God is Watching

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Title

The 6 God is Watching

Advertiser:

Universal Music Group

Year:

2015

Source:

Clear Channel Canada

Product Category:

Entertainment / Culture / Leisure

OOH Format:

Outdoor

Country:

Canada

Objective:

To subtly introduce Drake’s new forthcoming album by triggering fans’ curiosity and therefore generate social media interaction.

Target Group:

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.

Results:

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