Tate McRae’s latest album, So Close to What, had a clear goal to drive awareness and engagement through an exclusive in-app experience. To give life to this vision, Vidico helped craft a high-impact out-of-home (OOH) campaign in Times Square that seamlessly blended digital engagement with real-world spectacle.
With streaming platforms battling for audience attention, TikTok needed to ensure that Tate McRae’s album release stood out—not just online, but in the heart of New York City. The challenge was twofold:
To achieve this, we focused on three key elements:
Our team developed two dynamic OOH units and one static banner, ensuring each asset:
The campaign delivered on its key objectives: A significant lift in searches for So Close to What on TikTok. The OOH activation became a focal point in Times Square, creating buzz across social media. Reinforced TikTok’s position as the premier platform for music discovery.
This campaign exemplified the power of blending large-scale digital activations with high-visibility real-world marketing. By merging TikTok’s interactive capabilities with an iconic OOH execution, Tate McRae’s album launch became not just an event, but an experience. When music meets innovation, the results speak for themselves.
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