Leading up to the release of her forthcoming album, The Great Impersonator, Halsey has announced a really creative, immersive fan campaign. The campaign involves an unparalleled “easter egg hunt” across various cities where fans are encouraged to look for clues leading up to the actual album cover.
She has been hinting at the album through several means: first, by creating a website called “FOR MY LAST TRICK” on January 27, 2024. The trailer for the album and singles like “The End,” “Lucky,” and “Lonely is the Muse” have been published to raise anticipation. Each fan can participate in the search by correctly following snippets of depiction on Halsey’s socials and website. A promotion this way causes many interactive instances and becomes highly sensational among her fandom.
The hunt involves Halsey placing mysterious posters, QR codes, and other cryptic clues in key locations like London, New York, Toronto, Los Angeles and Sydney. Also, as mentioned by the singer, more information about this can be found at thegreatimpersonator.com. These are supposed to send the fans on a journey to find the artwork of the album and also unlock snippets of her unreleased tracks. This campaign has been orchestrated to bring her global fanbase together in an exciting real-world experience that merges the thrill of the scavenger hunt with the anticipation of a new album release.
Halsey has orchestrated a fan-interactive ‘easter egg hunt’ for clues in various cities to find the album cover for her upcoming album ‘THE GREAT IMPERSONATOR.’ PIC.TWITTER.COM/QIMKLMMNID
— Pop Base (@PopBase) SEPTEMBER 3, 2024
The album itself is called a “confessional concept album,” reflecting on Halsey’s personal experiences, everything from her battles with lupus and a rare T-cell disorder to her musings on fame, identity, and the pressures of motherhood. This interactive hunt further serves as hype toward the album and plays with the themes of the album-self-discovery and identity across timelines and personas, spliced from the album trailer and promotional materials.
Although the album release date has not been confirmed yet, clues indicate it will be before the end of 2024. In addition, Halsey is expected to perform new songs from the album at upcoming events, including the MTV VMAs and the iHeartRadio Music Festival, possibly giving fans additional insight into the album. Meanwhile, you can check The Great Impersonator (Official Album Trailer) below:
