Pep-Punk Billboard
Installation in NYC

To launch idobi’s new brand identity, I project-managed this massive billboard installation and led the copywriting for its surrounding promotional campaign. It ran across twelve billboard windows plus a building topper on New York’s Lower East Side, between Delancey and Bowery Streets, to promote the network’s roster of shows.

To boost the campaign and connect with the audience, I crafted marketing and social media copy to encourage fans to take part in a city-wide scavenger hunt to win prize packs full of goodies, including a Schecter guitar, a bottle of WhistlePig Whiskey, vinyl from Hopeless Records and Smartpunk Records, tickets from Bowery Ballroom, and more.

Fans were encouraged to post selfies in front of the billboard in order to receive a clue leading them to a local business, where they could claim their prize pack. Working with so many different partners for the locations to secure deliverables meant this campaign had a lot of moving parts but fans loved it, even taking part in a snowstorm. And it increased brand awareness in an exciting and tangible way.