To bring Pop Smoke’s Faith album theme (“Pop Smoke is the King of New York”) to life in the digital space, we activated two very New York-centric digital campaigns ahead of the album launch. We focused the album pre-launch on two key events, teasing unheard snippets from the album and revealing the album tracklist.
To preview the unreleased snippets from Faith, we launched two 3D Snapchat lenses, each with three snippets of music hidden within them. To activate the lenses, fans were encouraged to locate Pop Smoke Faith posters around New York and LA and by simply scanning the posters with their phones; fans watched as they came to life with bespoke audio and video visualisers previewing snippets of the album.
The lenses were supported heavily by Snapchat with For You lens placement and generated over 1m views within the first week of launching.
The second New York-themed activation we launched was the album tracklist reveal. To go in line with the album theme, we created digital New York lottery scratch cards located within a virtual New York deli. Based off an odds system, like a real lottery, fans were able to draw a scratch card by entering their email addresses. Then, by literally scratching off the digital cards with either their computer mouse or finger (on mobile or tablet), the track titles were revealed.
Because the revealing system was based on odds, fans had to draw multiple cards to reveal the full tracklist and piece it together. Each scratch card was built to be shared across all social platforms after it had scratched off, ultimately resulting in the activation going viral.
• Knowing this was Pop Smoke’s last album, we knew the activations launched had to be innovative. One of our main goals for the Snapchat lens and New York lottery activations was to build hype amongst Pop Smoke’s fans and virality across the internet. The content generated from the campaigns had to be easily shareable and provoking.
• Within the first week of launching, the Snapchat lenses garnered over 1m views on platform and was picked up by top tier Instagram cultural news pages such as @Akademiks, @Rap, @OurGeneration and more.
• Top-tier news outlets such as Complex and Hot New Hip-Hop also reported on the activation.
• The tracklist reveal equally delivered in data collection, the site brought in over 50,000 email addresses to Pop Smoke’s address book and generated incredible hype and buzz around the internet.
• Similar to the Snapchat lens activation, top cultural Instagram pages picked up on the scratch cards and drove engagement across the internet. The total reach across these Instagram pages was over 20m followers. Pop Smoke’s fan communities were also a key component in both activations’ virality by driving the spread of headlines such as “#PopSmoke’s team is too creative. You can reveal the tracklist for his new album ‘Faith’ by doing a digital scratch off lottery ticket” and “You can get a pack of digital scratch offs on scratchcards.realpopsmoke.com & scratch to reveal tracks from #PopSmoke’s new album “Faith”!! ”
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