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Chance Bassett
Chance Bassett
Group Executive Producer at Craft NY
New York, United States
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TitleThe Most Metal Scratch-Off
Title (original language)Heavy Metal
BriefBlack Titanium is a scratch-off game from the New York Lottery. But it sounds more like the name of a heavy metal band. The agency knew people would be way more likely to care about a new metal artist than a scratch-off game. So it created a fake band called “Black Titanium” and put it on Spotify with a fake four-song EP. Audiences were driven to the 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 Black Titanium game.
Agency
Campaign Black Titanium
Advertiser New York Lottery
Brand Black Titanium
PostedNovember 2019
Business Sector Lottery & Gambling
Story Black Titanium is the newest $30 Scratch-Off Game from the New York Lottery, with a top prize of $10,000,000 - one of the highest offered for this type of game.
Media Type Branded Content
Chief Creative Officer
Chief Creative Officer
Chief Creative Officer
Executive Creative Director, EVP
VP Group Creative Director
VP Group Creative Director
Creative Director
Creative Director
Jr. Art Director
Jr. Copywriter
Chief Production Officer
VP / Executive Producer
SVP Executive Integrated Music Producer
Music Producer
Music Business Manager
Business Manager
EVP Executive Account Director
VP Account Director
Account Supervisor
Account Executive
Account Executive
Assistant Account Executive
VP Strategy Director
VP Communication Planning Director
Project Manager
Production Company
Director
Executive Producer
Producer
Production Supervisor
Director of Photography (DOP)
Production Designer
Editing Company
Editor
Editorial Executive Producer
Assistant Editor
Music Company / Composer
Audio Post Production
Mix
VFX Company
VFX Executive Producer
Colorist
Sound Company / Music Company
Music CEO/CCO
Executive Producer, Music
Music Producer
Music Producer
Music Composer
Music Composer
Music Composer
Music Composer
Music Composer

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