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Case Study

USC
Wild Posting®

A two-week Wild Posting® campaign surrounding New York Comic Con that activated high-density NYC neighborhoods, generating 37.8 million impressions through strategic placement and bold creative execution.

11.3M

Total Impressions

8

Strategic Locations

2

Weeks Duration

2

Creative Designs

The Client​

USC Athletics launched a street-level campaign to generate excitement about its move to the Big Ten Conference.

Wild Posting® street advertising installation at Hollywood Boulevard and Gower Street in Los Angeles, featuring a multi-poster grid along a high-traffic intersection.
Wild Posting® street advertising campaign at Hollywood Boulevard and Gower Street in Los Angeles.

Campaign Goal

Promoting the client’s newest clothing collection

USC aimed to build excitement around its move to the Big Ten Conference while reinforcing its brand and commitment to top-tier competition.

Wild Posting® street advertising installation along South Broadway and West 3rd Street in downtown Los Angeles, featuring layered poster placements in a high pedestrian corridor.
Wild Posting® street advertising campaign at South Broadway and West 3rd Street in downtown Los Angeles.

The Challenge

Securing the location the client wanted in New York City

The campaign had a tight turnaround. USC wanted to launch just in time for the new school year and football season. Timing was critical for maximum impact.

Campaign Solution

Using big, bold imagery to showcase the collection

Wild Posting® was the ideal strategy. We deployed posters in high-foot-traffic areas of Los Angeles to ensure maximum visibility.

 

2269 Jerome Ave. & 183rd St.

High-traffic downtown corridor

232 Varet St. b/t Bogart St & White St.

Bushwick creative hub

 

47-05 Metropolitan Ave. & Woodward Ave.

Queens pedestrian artery

 

905 Flushing Ave. & Bushwick Ave.

Local community crossover

 

191 Avenue A & 12th St.

East Village nightlife zone

 

515 3rd Ave. & 12th St.

Midtown commuter intersection

Social Element

Posting fun behind-the-scenes videos

Although there was no paid social media component, the campaign generated organic engagement. People shared poster photos on social platforms, boosting visibility.

Wild Posting® street advertising installation at Hollywood Boulevard and Gower Street in Los Angeles, featuring high-visibility posters near a busy pedestrian crosswalk.
Wild Posting® street advertising at Hollywood Boulevard and Gower Street in Los Angeles.

Implementation

From concept to execution in four months

The campaign ran in eight key locations across Los Angeles:

  • Downtown LA
  • West Hollywood
  • Silverlake
  • Echo Park
  • Mid City
  • Culver City
  • Venice
  • Westwood
Wild Posting® campaign on S Western Ave and W 22nd St in Los Angeles.
Wild Posting® street advertising campaign along South Western Avenue near West 22nd Street in Los Angeles.
Wild Posting® street advertising installation at Hollywood Boulevard and Gower Street in Los Angeles, featuring a multi-poster grid along a high-traffic intersection.
Wild Posting® street advertising campaign at Hollywood Boulevard and Gower Street in Los Angeles.

Results & Engagement

More than 2 million impressions generated

The campaign generated 11,368,000 impressions, proving Wild Posting® is highly effective in building awareness and brand momentum.

“Everything looked great! We had staff see the posters everywhere in the city.”

Jessica Onyepunuka

Associate Athletic Director at USC