BLUE WIRE PODCASTS
& AMERICAN PRODIGY “THE KID”:
USING STREET MARKETING TO LAUNCH
A NEW PODCAST ABOUT A LOCAL LEGEND
THE CHALLENGE:
Blue Wire is a sports-focused podcast network based out of California. They produce a mix of original content as well as acting as a platform for member content. With the release of one of their podcasts, American Prodigy, focused on the life and career of Seattle Mariners legend Ken Griffey Jr., they knew they wanted to make sure that Seattle listeners and Mariners fans were aware of the release and eager to tune in.
They approached us for a far-reaching street marketing campaign to get the message out all over the streets of Seattle. We were tasked with coming up with the key areas and tactics that would reach Mariners fans organically.
Where are the Mariners fans in Seattle and how to we put this new podcast on their radar?
OUR APPROACH:
We took a multifaceted street-level approach to the awareness campaign. We utilized wild postering, wheat pasting, and street teams to spread the word high and low. The focus was on being visible around the stadium on game days, but also providing visibility across the city knowing that people take transit and walk to games as well. We wanted these great poster designs to be visible everywhere.
Blue Wire chose wild postering over billboards for the reach and financial sense - they could have their creative visible in far more places for less money, and ensure a higher number of impressions. The end goal was to get people to scan the QR code and listen to the podcast. We went even further and proposed street teams distributing flyers featuring the creative directly to fans outside the stadium before Mariners games.
Griffey’s face and the podcast QR code would be all over the city.
OUTCOME:
With so many poster locations and tactics at play the awareness of the new podcast from Blue Wire spread extremely quickly. Our street team ran out of flyers due to so many people interested in having one. Public reception was extremely positive. Seattleites and Mariners fans were excited to see a local legend be featured in the new podcast. Our poster installers often had passers-by commenting on the great artwork on the posters we were installing, and asking about what it was promoting. The campaign was very successful and locally extremely popular. It was exciting to contribute to highlighting Ken Griffey Jr.’s great legacy to the city.
