Kendrick Lamar's company, pgLang, has partnered with Light phone, and instead of being just another ad within your social media feeds, they're going rogue. Pop-ups in select cities, Atlanta, Chicago, Brooklyn, and a grand finale stop in Los Angeles, closing the campaign with a secret show to promote just how dumb the pgLang light phone can be.
In each city, we‘ll advertise using gorilla marketing utilizing billboards and street teams to promote the Pglang Light phone. Engaging with fans as they experience the light phone payphone. Encouraging everyone to go dumb with the light phone
Our campaign begins with our pgLang lightphone Payphone installation on an AUC campus during Homecoming. That will run through our chosen cities and into ComplexCon, spreading the gospel of how dumb the light phone can be.
The Experience:
Step 1: To build up the hype, we'll advertise in the area where the payphone installation will be placed. Adding to the excitement of what's to come.
Step 2: We strategically install the Light Phone payphone on location, turning the tease into a real-world discovery moment.
Step 3: At select times, Kendrick Lamar answers the phone, connecting directly with fans and revealing exclusive details about a secret show.
Step 4: The Secret Show, A select group of fans who experienced the payphone will be invited to a secret show location headlined by Kendrick Lamar and pgLang artist.
There, the concertgoers will receive light phones pre-loaded with an exclusive 10-track light phone-only album by pgLang. They will also be available for sale along with merch.
