To ground the fictional company in physical reality, Grande's creative team deployed alternate reality game (ARG) mechanics across major cities. Billboards disguised as authentic healthcare advertisements appeared in New York, Los Angeles, and London, displaying a functioning phone number: 1-833-BRIGHTER.
Callers were greeted by a clinical voice recording set over droning corporate elevator music. The automated directory offered several options:
"Thank you for calling Brighter Days Inc. If you are calling to schedule an appointment for targeted memory extraction, press 1. If you are experiencing residual heartache from an unretrieved memory, press 2. If you would like to pre-order your recovery companion pack, stay on the line."
Selecting numerical prompts played ambient audio stems, reverse-masked snippets of upcoming album tracks, and distorted dialogue clips between Peaches and clinic doctors. Over 400,000 unique callers connected to the line within its first 48 hours of activation, transforming what could have been a standard single release into an interactive communal event.
