Lil Uzi - Pink Tape Rollout
/// To launch Lil Uzi Vert’s The Pink Tape, BlackFlag partnered with Atlantic Records and Roc Nation teams to create an interactive scavenger hunt that pushed the boundaries of traditional album marketing. By blending music, art, and innovative fan engagement, we delivered a release experience as unique as Uzi is.
Client
Lil Uzi
Category
Go To Market
/// The goal was to engage Uzi’s dedicated fanbase, amplify excitement around the album release, and drive deeper connections through creative, interactive experiences that stood out from conventional marketing efforts.
/// We partnered with Legendary Brick to design a limited-edition collectible lego figure, which we integrated into a ten-campus scavenger hunt through Uzi’s Discord, engaging fans and awarding VIP concert tickets.
We produced replicas of Uzi’s iconic pink diamond gem and launched a one-of-one gem giveaway tied to streaming activity, boosting engagement on Spotify. Additionally, we worked with artist Tyler Thrasher to create a color-changing vinyl.
To drive sales, we launched trading card bundles during a flash sale in over ninety stores, followed by a “Stream The Pink Tape to Win” campaign that reintroduced the collectibles and encouraged millions of streams. Lastly, we developed a three-level video game with Nemzaki, integrating music streaming for a unique fan experience.
/// The Pink Tape campaign delivered a groundbreaking fan experience and strong results. Uzi’s Discord community grew by over 5,000 active members, creating long-term engagement. The replica forehead gem generated over 2 million social impressions, while the limited trading card bundles drove significant in-store sales, selling over 1,000 units with high resale demand.
The “Stream The Pink Tape to Win” initiative added 7.6 million streams within weeks, with the top 10 listeners contributing 72,000 streams alone. BlackFlag’s collaboration with Tyler Thrasher on the color-changing vinyl established a new standard for collectible innovation, and the interactive video game offered fans a first-of-its-kind way to engage with the album.
Willie Breslau
///Sr. Director Strategic Partnerships, Atlantic Records