Black Titanium is the name of a Scratch-Off Game from the New York Lottery, which is probably the last thing you’d imagine. Because it sounds like the name of something way cooler. Like a heavy metal band. 

    We knew people would be way more likely to care about an extreme new metal artist than a Scratch-Off Game. So we created a fake band called “Black Titanium” and put it on Spotify with a fake four-song EP. Then, we drove to that fake band via real Spotify artist ads and cryptic social posts.

    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.