@wildpolymath
Really cool activation from Drake. Deceptively simple execution. He buried clues to his new album Iceman's release date in a giant ice sculpture in downtown Toronto.
Next thing you know, people are using sledgehammers, flamethrowers, and ice picks to melt it all down. Hit its climax within a day, with Kishka, a Twitch creator, finding the clue and claiming a $100K prize.
Rough cost-benefit analysis:
Ice blocks, renting space, moving equipment:
TOTAL | $495K–$688K CAD
Total organic reach: Roughly 50 million views on Instagram alone within a day. There's also Twitch, YouTube, Tiktok and the news cycle (including Rolling Stone), and other channels contributing to the reach.
Looking at roughly $5–$10 CPM, they should break even between 50M–138M impressions. They're likely well past the goal posts at the lower end. With the weather, it'll likely continue yielding buzz over the next few days.
What do you think?
#Drake #Marketing
0 reply
0 recast
1 reaction