4:44

TIDAL 4:44
paid | OOH | digital | product release | pr

CHALLENGE: Knowing that getting coverage for the release of JAY-Z’s highly-anticipated (yet unexpected) album 4:44 wouldn’t be the issue—but that helping to tell the most compelling story about his most personal album to date would be the real challenge. Moreover, the story had to come to life in the US, UK, France, Germany, Norway, Japan and Australia, amidst the album being rolled out in three distinct phases over multiple weeks.

ACTION: Stand out OOH placements and creative. Innovative media integrations and partnerships.

A FEW RESULTS
• Over 3,000 unique stories were generated throughout the campaign in top-tier outlets across each major territory.

• With each phase of the campaign and release of each tease, the TIDAL App’s ranking grew in the Apple and Android app stores, reaching the #1 spot in the US and UK.

• Jay-Z’s 4:44 was the most discussed album of 2017—the most covered 2017 album across the spectrum of traditional media (from CNN to Complex), as well as the most discussed and amplified through social media.