Wheatpasting campaign in SF

What's the play

We ran a wheatpasting campaign for our event using two local wheatpasters we found on Reddit along with some art (not ai slop) from a gig poster artist.

What was the alternative?

Expensive OOH billboard campaign

Results / what moved

The posters themselves didn't drive as many direct registrations, but the posters were used across the promo of the entire campaign to build the vibe and interest in the event / make it stand out.

Cost breakdown

$3500 all in

Time to pull off

2 weeks working with the artist and finding a wheat pasting crew. Executed over 45 days leading up to the event

Would you run it again?

100% but would be quicker to incorporate it into the rest of the campaign to promote the event.

Steps

1. 1

   Find the artist

   We wanted a gig poster artist, but wanted something that would stand out with bright colors.

   
2. 2

   Find the wheatpasters

   The big agencies wanted as much as a billboard would cost. We tracked down a guy on reddit in the /r/wheatpasting subreddit that would do it for about 1/4 the cost. hell yeah.

3. 3

   Print and paste

   We sent the creative over, they got 500 printed and started pasting them up around the financial district

   
4. 4

   Social campaign

   We got the same artist to make posters for the people attending the event so they could print/post on social.

Notes

Tracking down the pasters and artist was tough. We tried to use another gig poster artist, but couldn't get the vibe right with them.

Tools & resources used

RedditAdobeCanva