Spotify
Album Launch Treasure Hunt
A scavenger hunt for Gorillaz fans.
The challenge
Gorillaz wanted to ignite the fandom and turn their album launch into something fans could feel part of.
The curly thinking
Don’t just announce the album. Give fans something to find. We turned the launch into a real-world hunt, giving fans a reason to get involved, share what they found and bring the wider fandom along with them.
What we made
We turned an OOH activation into a four-location treasure hunt, using social to drop clues, drive discovery and keep fans following along. Hundreds shared their finds, site visits and discoveries with the wider fandom.
The results
2M+organic views
8Kshares
The reaction
♡
i foudn them all yay
milosaurus
What prize do you get?????
Graceeeee
OMGG OMG I NEED TO GO
🇬🇾🌟˚♡˚ST4R˚♡˚🌟🇯🇲
I've only gotten 2d bc he was so close to me, all the others are hours away, lowkey impressive if you did this in a day.😭 it's dangerous out there, here's a baby 2d
°₊·ʕ Noodle🍒ঔ ·₊°
omg sooo cool
PrayerVoice
Obsessed with this!
GP Reeds
They didn't say yet
Texan maven
How freaking cool
eliza⭐
haha yeh took abt 5hrs but half way through i went to the pop up in oxford circus
Juuji
That is so cool 😭 😭 😭 😭