Black Titanium sounds like it could be a whole bunch of things.
But no one would assume it was a ticket from the New York Lottery.

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. By playing with people’s assumptions of what Black Titanium could mean, we drew their excitement toward what it actually was about.

Case Study

Digital Activation


Social Lyric Videos


Back to top Arrow