ABOUT

CONCEPT
DoorDash was launching a Major League Soccer partnership and wanted to own downtown Minneapolis during All-Star weekend, when soccer fans from across the country would be in market. The campaign ran in Spanish, targeting the Latinx audience concentrated along the city's main commercial corridors. The budget was limited, which ruled out billboards and wallscapes — Wild Posting® could deliver the reach and frequency the brand awareness goal required at a fraction of the cost.

EXECUTION
Minneapolis was a new market for us and one that doesn't typically host Wild Posting® campaigns, so location research came first. Entering an unfamiliar market means limiting posts to sites that won't cause problems with attentive landlords, and we surveyed the city to find feasible placements near the two anchor addresses: Loews Hotel, the MLS in-market hotel, and Allianz Field in St. Paul, where the All-Star Game was held. We deployed at 22 locations, concentrated along East Lake Street, West Broadway Avenue, Washington Avenue and Hennepin Avenue.

RESULTS
10,672,480 contracted impressions and 11,739,728 delivered — the campaign over-delivered by more than a million impressions. Posters held condition throughout the two-week run, and the client confirmed placement quality on the ground. A new Wild Posting® market opened up in the process.