In an effort to drive awareness at both a national and local level simultaneously, Visible leveraged OOH, digital, and experiential tactics to design and execute a conversation worthy creative marketing campaign in Denver. In addition to increasing conversation around the campaign through earned media, user generated content, and social media, we also aimed to drive conversion and increase brand awareness.
Capitalizing on the popular ‘fail’ Internet trend, this campaign launched with several billboards in the downtown Denver area featuring one big 'typo'. Rather than offering 'unlimited messages, minutes, and data', these Visible billboards promised consumers 'unlimited massages, minutes, and data'. We leveraged several influencers to jumpstart the conversation around this #adfail on social, and as conversation increased, our community management team engaged with consumers to remind them that, at Visible, what you see is what you get - even if that means unlimited massages. Accordingly, the stunt culminated in a highly attended in-person ‘unlimited massages’ event two weeks later at the heavily foot-trafficked Union Station in the heart of Denver.
This campaign succeeded in drawing both local and national attention with Denver publications (as well as a national media) highlighting the OOH ‘typo’ and resulting event. In total, our number of earned media placements was 140% above our goal. Additionally, social engagement and mentions came from users all around the country, driving a sense of FOMO for out-of-towners. In total, user generated content and social mentions came in at 112% above our stated goal. Finally, we saw this campaign pay off when it came to driving attendance to our 'unlimited massages' event, driving 44% more interactions and 78% more leads than expected. On average, consumers who visit a Visible-sponsored event are three times more likely to become customers.
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