RAEDIO — Y’ALL STAY LOOKIN’

Issa Rae and her “audio everywhere” company, Raedio, needed a creative way to promote the release of Insecure’s Season 5 soundtrack.

So we partnered with the Community app to create an immersive scavenger experience that transversed the streets of South L.A.

We texted fans videos of Insecure trivia questions directly from the show’s cast, and fans who answered the questions correctly unlocked clues to more locations along the scavenger hunt. As they continued through the scavenger hunt, they were prompted to post content of each location, increasing awareness of the experience and providing a way for us to track their progress.

Fans who reached the end of the scavenger hunt found an Insecure-themed party, received free Raedio merchandise, watched series episodes, and enjoyed performances by several Insecure artists.

We were featured in Essence.

Agency: Six Degrees
Client: Raedio
Creative Director: Desmond Attmore
Copywriter & Strategist: Johnell Gipson