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The Weeknd – Starboy Launch Stunt

The Context

For the unveiling of the The Weeknd’s hot new album Starboy, Universal Music came looking for a WOW-worthy guerilla stunt to drive millennial buzz and instant social sharing.  They wanted the event to appear overnight in high-traffic, target-right locations in Toronto and Montreal.  The goal was maximum awareness and downloads on the day of the album release.

The Solution

Leveraging key imagery from the album and past videos, we produced custom 9’ red flickering, LED programable, lightening bolts that broke through two authentic 1985 Lincoln Town Cars.  Rising smoke, broken glass and car fragments completed the installation, in addition to sidewalk decals calling out the album and artist.  The stunt created incredible hype on launch day and was supported with a major digital and social media plan integrated across multiple channels.

Working with Environics Analytics, we identified the ideal location using geodemographic segmentation in each market to maximize target reach.  Proprietary tools including sensor technology collected data throughout the activation and measured impressions, engagements and dwell time for accurate reporting.

Services Provided

  • Strategy & Ideation
  • Creative Services & Production
  • Stunt Planning, Logistics and Management
  • Social Media Planning
  • Measurement & Analytics