🎵 Tyler, The Creator’s “Don’t Tap the Glass”: a marketing masterclass

“Don’t Tap the Glass” isn’t just an album — It’s a real-time marketing masterclass.

#TylerTheCreator delivered a lesson in branding, anticipation, and interactivity. He didn’t just launch music — he created a full experience for his audience: an interactive, sensory, and shareable story that unfolded across channels, every single day.

- On Instagram, a like wasn’t just a like — it triggered a custom animation.

- A reel required a password — turning content into a secret between fans.

- The Empire State Building became a canvas for his visual universe.

- Museum-style installations elevated the album into contemporary art.

- On his website, every tap played a sound. Every gesture unlocked a clue.

If you want to build culture around your brand, don’t just launch campaigns. Design universes. Make them interactive. Build belonging and tell a story that’s worth sharing.

Brands that truly resonate don’t just communicate — They become part of the cultural conversation.

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I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency. I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.