Big K.R.I.T., legacy country hip-hop artist, wanted to set up a sweepstakes called Southern Hospitality. The campaign was a way to offer his fans a chance to travel to Atlanta, GA to attend an invite-only listening party prior to the album release, as well as join K.R.I.T. for a very special dinner.

Prior to approaching Fame House, Big K.R.I.T.’s team worked with muralists to put up custom murals in 11 US cities (Cities were chosen based on listenership and fanbase.)

The team pasted a QR code next to the murals that fans could scan on their phone to lead them to a landing page to enter a sweepstakes, Fame House added a digital component for the fans not physically in these cities so they could have the opportunity to enter the Sweepstakes as well.

Fame House worked with SMS marketing platform Avochato to create a phone number for the national fans outside of the 11 mural cities. The phone number was shared on K.R.I.T.’s social platforms without ever revealing the sweepstakes landing page URL. Fans texted in trigger keyword “#KRITIZHERE” (i.e. the album title) and received an autoreply with a link to enter.

The landing page drove to a Linkfire which featured the latest Big K.R.I.T. release (in order to gain additional streams) with the Hive landing page featured at the top. The Hive page prompted fans to enter their email to sign up for a chance to win, with additional bonus steps to follow Big K.R.I.T. on social platforms including Spotify, YouTube, Instagram and Twitter.

Fame House tracked the success of the campaign through link clicks, text-ins and unique Hive entrants.

Once the sweepstakes ended and the winners were chosen, Fame House continued to utilise Avochato to send out mass broadcasts around major marketing moments, including new track releases and tour announcements.

There was a huge amount of fan engagement featuring fans posting photos of themselves in front of the murals as well as texting them to K.R.I.T.’s phone number. The hashtag #KRITIZHERE was also used over 5,500 times across socials throughout the campaign.

After the Sweepstakes ended, the QR code was reverted to the album pre-save/streaming link and the SMS number has been utilised for broadcasts about album news. Big K.R.I.T. gained over 4,000 phone numbers using Avochato that could be implemented for future marketing and retargeting opportunities.