COLUMBIA RECORDS

AllMusic

Jun 6

Written By Valeria Rivera

Columbia records

TYLER, THE CREATOR’S ‘DON’T TAP THE GLASS’ ALBUM RELEASE

Objective

LAUNCH TYLER, THE CREATOR’S ALBUM ‘DON’T TAP THE GLASS.’

Campaign

THE CAMPAIGN WAS BUILT AROUND THE ELEMENT OF SURPRISE, A SUDDEN ALBUM DROP THAT NOBODY EXPECTED. TO SET THE STAGE, WE USED A MIX OF WILD POSTERS, STENCILS, BILLBOARDS, AND 2D EXTENSION BILLBOARDS ACROSS SIX CITIES THAT MATTER TO TYLER AND HIS FANS. THE STREET-LEVEL FORMATS LIKE WILD POSTERS AND STENCILS GAVE THE CAMPAIGN A RAW, GRASSROOTS FEEL, WHILE THE BIGGER BILLBOARDS AND 2D EXTENSIONS DELIVERED SCALE AND VISUAL IMPACT.

THE 2D EXTENSION WAS A STANDOUT, SHOWING TYLER’S HEAD WITH A HAT THAT READ “GLASS,” MAKING THE CREATIVE IMPOSSIBLE TO MISS. THE DAY BEFORE THE LAUNCH, TYLER POSTED A SINGLE INSTAGRAM IMAGE OF THE WILD POSTERS AT 6 AM WITH THE CAPTION “TOMORROW,” AND THAT SIMPLE TEASE WAS ALL IT TOOK TO SET THE INTERNET ON FIRE AND DRIVE ANTICIPATION FOR THE RELEASE.

Results

TYLER’S DEDICATED INSTAGRAM POST, WHICH FEATURED ONLY IMAGES OF THE BILLBOARDS, GENERATED OVER 2M LIKES AND MORE THAN 5K COMMENTS IN JUST A FEW HOURS. THE ALBUM RELEASE WAS QUICKLY PICKED UP AND SHARED BY ALL OF THE BIGGEST MUSIC BLOGS, FURTHER DRIVING MOMENTUM ONLINE.

THE EARLY BUZZ AND 28 MILLION IMPRESSIONS CREATED BY THIS OUT OF HOME CAMPAIGN HELPED CATAPULT THE ALBUM TO THE NUMBER ONE SPOT ON THE BILLBOARD 200, PROVING THE POWER OF A STRATEGICALLY EXECUTED OOH LAUNCH.