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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

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Social Lyric Videos

TV

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