Case Study: Universal Music drives millennial buzz and social sharing with Proof Experiences

Universal Music - Customer Case Study

Universal Music partnered with Proof Experiences to generate major millennial buzz and social sharing for the unveiling of The Weeknd’s album *Starboy*. The challenge was to create a WOW-worthy stunt that could appear overnight in high-traffic, street-level locations in Toronto and Montreal, driving awareness and downloads on release day.

Proof Experiences delivered an immersive street installation using custom “Star” LED programmable lighting inside 1985 Lincoln Town Cars, plus smoke, headlights, and sidewalk decals to make the activation visible from the street. Proof Experiences also supported the stunt with a multi-channel social media plan, location targeting through Environics Analytics, and sensor-based measurement to track impressions, engagement, and dwell time for reporting and optimization.

Universal Music