Shortlist

Castle Lite - Easter Egg Creds

Category: Media

Shortlist

Castle Lite Unlocks is the biggest hip hop platform on the African continent. But with the meteoric growth of hip hop in Africa and the constant new news to compete with, we needed to remind followers why only Castle Lite still holds culture creds through our global headliner announcement. For the first time ever, we wanted consumers to purchase early release tickets without knowing which artist we were bringing – unless they looked a little closer. We placed clues in all of our paid media for our followers to find before the 2020 artist announcement, from hidden lyrics and music video clips to decipherable codes in press releases and influencer drops. Within 36 hours, the online speculation ignited with followers and fanatics debating whether their finds were fact or fiction.

Brand: Castle Lite
Lead Agency: Promise
Zone: AFR
Country: South Africa

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