Itâ€™s mysterious, bold without trying, disruptive, and with high visibility placement, including at Times Square and a commercial during Game 2 of the NBA Finals. The graphic is simple – a yellow background with the numbers 4:44 – but no explanation as to what, when, and why. The only clues are Jay Z and cameos by Danny Glover, Mahershala Ali, and Lupita Nyongâ€™o in the commercial, and that alone was enough to drive Twitter chatter and â€˜theoristsâ€™. After a few days of this mystery marketing campaign, itâ€™s been finally revealed that itâ€™s for an upcoming film only available for streaming on Jay Zâ€™s Tidal platform.
Sometimes the most effective marketing campaigns only need to be clever without trying, simple yet intriguing, and with just enough mystery to stir up chatter. The 4:44 campaign is a reminder that disruptive messaging cuts through the clutter but also encourages engagement. Consumers are overloaded with information, and challenging thought and gently provoking a reaction is what gets the most engagement. Thereâ€™s still a lot of unknowns about the film, but for now itâ€™s gotten peopleâ€™s attention with just a little creativity.