UBEZLEB - The Game - Freddie, UBEZLEB - The Game - Elvis

Objective

91 Rock, a Brazilian radio station, launched an interactive game campaign to promote the station and engage audiences during Rock Day in July 2017. The campaign leveraged the urban legend about devil messages hidden in rock songs played backwards, creating a cultural hook that resonated with the station's rock music audience.

Solution

UBEZLEB - The Game is an interactive mobile and web-based game where players listen to guitar riffs from classic rock songs played backwards and race to identify the tracks before time runs out. Higher accuracy and speed earn more points. The game features an animated character Belzebu (the Devil reimagined as a rock star) who performs the backwards riffs and provides video feedback—celebrating correct answers or reacting dramatically to wrong guesses. The campaign included print advertising with famous rock artists visually recreating the game concept, featuring song lyrics displayed in reverse. The game was deployed across smartphones, tablets, computers, and TV platforms.