Issa Rae’s Audio Everywhere Company, Raedio, partnered with Community (an innovative text message marketing platform) on a first-of-its-kind live scavenger hunt activation. The viral video creation agency, Keithcity Group (known for creating Bill Nye’s viral TikToks) planned and executed the videography of the event, alongside creating the post-event reel. The scavenger hunt, designed for Insecure superfans to celebrate the show’s final season (and featuring a final soundtrack produced by Raedio), took place in Inglewood, California, last month.
Fans received exclusive Insecure-themed messages and videos via text that led them to several landmark locations and small businesses spotlighted in Rae’s hit HBO show. The scavenger hunt culminated in a private immersive experience.
The video showcases how Community and Keithcity Group are aligned with Issa Rae and Raedio’s mission to generate awareness of and increase sales for businesses and people in various communities including Inglewood (where the show is based). Keithcity Group values ideating, planning and producing creative content that inherently supports initiatives like this one.
Scavenger Hunt Highlights:
- It took fans to black-owned businesses in Leimert Park and businesses featured on Insecure, including the place Rae tried to make a difference in the Inglewood Community during the first half of the series.
- Fans were gifted Raedio prizes such as hand sanitizer, t-shirts, and tote bags upon arrival at different locations.
- It spotlighted The Coffee Shop co-owned by Issa Rae; upon arrival, fans found the QR code that led them to a clue about the second location via text message.
- It culminated with a private event where fans got to hear the season five soundtrack, produced by Raedio. Music artists featured on the soundtrack, like B.K. Habermehl and Josh Levi, also attended this private event.
