There have been plenty of rumours about secret messages in records revealed when you play them backwards. There really is a secret message in the record released by Sid Lee and Canadian brewpub, Le Trou du diable.

The vinyl record reveals the message in the partners’ radio ad – Quebec’s first ad to go to air in the Devil’s language, and recorded in reverse. The campaign invites listeners to decipher the message for a chance to win a special Halloween party. A-ha, it’s a Halloween campaign that also plays on the microbrasserie’s name (the Devil’s Hole), and its inspiration – ‘70s rock music and subliminal messaging.

The vinyl record, that was sent to content creators, journalists and radio hosts with a QR code for sharing with their audiences, also lives in a microsite that lets people spin Le Trou du diable’s album in reverse to reveal the subliminal message with a devilish twist.

The radio spot, is running for seven days from October 16, gradually changing over time to reveal more clues to listeners. On the website, in addition to listening to the original ad, people can also check out the other eight tracks on the album, including an auditory tasting of the microbrewery’s eight featured beers, all shared in the devil’s language (with little surprises hidden among the hidden tracks).

To promote the initiative, the company created the official campaign album and sent it to influencers across the province. With the help of a QR code, content creators, journalists and radio hosts were invited to join in the fun and engage their listeners and beer lovers in the virtual experience.

Decipher the Devil’s language here.