Interscope asked for a multi-layered outdoor strategy befitting an artist of Kendrick Lamar’s stature and mystique. First came a cryptic teaser that hinted at the album drop. Then the full-blown campaign.
Adweek raved about the cutting-edge consumer outreach, saying it “raised the bar on creativity.” DAMN sold over 600,000 units in its first week, smashing all expectations.
Kendrick’s soon-to-be legendary album spent the next eight months dominating the charts, claiming Billboard’s number one album of the year, and winning the Grammy for Best Rap Album. So much for staying Humble.