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.
Total Impressions
Strategic Locations
Weeks Duration
Creative Designs
Whatnot, founded by Grant LaFontaine and Logan Head in 2019, is a video commerce platform that allows users to buy and sell products through live video auctions. The platform spans categories like collectibles, fashion, trading cards, comics, beauty, plants, and more. In 2024, Whatnot surpassed $2 billion in sales. Its user base includes millennial and Gen X sellers and a mostly male, 25–34-year-old buyer demographic.
The campaign was designed to raise awareness of Whatnot’s booth at the 2023 New York Comic Con (NYCC). Wild Posting® placements were focused near the Javits Center, Times Square, and nearby hotel hotspots to engage NYCC attendees and tourists.
Initially, the client was hesitant to use unpermitted sites, fearing their creatives could be covered up by competitors. However, permitted spaces around Javits are limited. We presented location research, and the client agreed to a hybrid approach.
After securing client approval, we centered unpermitted posters around the Javits Center and focused permitted placements in Times Square and popular tourist areas. This allowed broad visibility and clean placement in strategic zones.
High-traffic downtown corridor
Bushwick creative hub
Queens pedestrian artery
Local community crossover
East Village nightlife zone
Midtown commuter intersection
Although no dedicated social media strategy was employed, campaign photos were organically shared on Instagram and other platforms. Whatnot’s own Instagram audience exceeds 450,000 followers.
The campaign ran October 9–15, 2023, overlapping with the New York Comic Con (Oct. 13–15). All locations featured at least one 72×48-inch poster.
Sample Permitted Locations:
Sample Unpermitted Locations:
The Wild Posting® campaign produced 37.8 million impressions during NYCC week, giving Whatnot strong brand visibility in prime foot-traffic zones.
“The client deferred to our expertise on the question of unpermitted vs. permitted locations, allowing us to add in additional value and greater reach with the target areas.” —
Rodolfo Queiroz
Wild Posting®