The brand asked its consumers to purchase tickets to the 2020 Unlocks experience before anything had been revealed about the event. All that its audience knew was that tickets were available for purchase at R50. The brand did not mention what 2020's experience would actually be.

The brand left a trail of 'easter eggs' — a trail of clues on the headline act — with the intention of allowing any consumer that paid attention to discover that Cardi B was going to be 'Unlocked'.

The '#CastleLiteUnlocks' hashtag trended on the Internet and also saw a few individuals being convinced that they knew who Castle Lite was 'Unlocking'. There were two easter eggs that were found, making it clear that Cardi B would be coming to Mzansi.

Tech-savvy consumers discovered that the words 'Castle Lite Unlocks Cardi B' on the Castle Lite website HTML code. Additionally, Cardi B fans spotted the 'Bacardi' license plate that was intentionally positioned in the background on Rouge's video.

There were another 16 easter eggs that were hidden. On Monday, 17 February the brand put out two announcement videos to educate the public on the return of 'Unlocks', as well as the ticket sales. Lyrics from one of Cardi B's songs, as well as some visuals from one of her music videos, were used in the initial launch video.

The brand followed this up with a video educating the public on how the early bird ticketing system would work. More visuals from Cardi B's I Like It Like That music video were used, and the word 'Okurrr' appeared in small text several times in the video. Her Invasion of Privacy album cover was displayed in the background.

On the same day, a statement was sent to media announcing the return of 'Unlocks' for its 10th-year edition and the sale of early bird tickets. On the media statement, Cardi B's name was spelt down the side of the statement, with each paragraph beginning with one letter from Cardi B's name.

Castle Lite then sent out 50 press packages to media and celebrity friends of the brand. Each premium package contained one letter from the headliner's name. As each recipient posted their package on social media with the clue in it, consumers needed only to piece the letters together and discover what the secret was.

Reveal footage was shot with the likes of DJ Maphorisa, Ayanda MVP, Rouge and Youngsta CPT as they found out who was to be 'Unlocked'. The brand also unfollowed everyone on its social media accounts except for all the past Castle Lite Unlocks headliners; Cardi B was among them.

Finally, a female voice was used for the 'Unlocks' 2020 radio ad for the first time in the history of 'Unlocks'. The brand reports that it pulled a few strings to have Cardi B's music on high rotations on some of the country's popular radio stations.

Cardi B will headline the experience at the TicketPro Dome in Johannesburg, South Africa on Friday, 12 June. Tickets are available at www.castlelite.co.za and range from R690.

For more information, visit www.castlelite.co.za. You can also follow Castle Lite on Facebook, Twitter or on Instagram.