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 The Brooklyn Museum

Case Study

david bowie out of home advertising in new york city
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The Brooklyn Museum campaign ignited significant social chatter and press attention, resulting in over 266M press impressions and reaching over 68.9M consumers on Twitter in just one week. They surpassed their goal of attracting visitors to the exhibit after they hit 2M visitors on June 20th.

Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

Spotify and the Brooklyn Museum successfully reached consumers in NYC by utilizing a station domination and dioramas to transform the Broadway-Lafayette and Bleecker Street stations into a “museum-like exhibit.” The campaign aimed to drive consumers to the Brooklyn Museum to see the “David Bowie Is” exhibition and encourage consumers to tune into Spotify to listen to David Bowie playlists.

Details

Market: New York City

Media Buy: Station Domination and Dioramas

Rational

Spotify and Brooklyn Museum wanted to create a shareable campaign that would get the word out about the new David Bowie exhibit. By including photographs and paintings from the exhibit and “museum-like” plaques alongside the creative to add context, the two stations truly captured the legacy of David Bowie. Spotify codes were also integrated, serving as a call to action to scan and stream a David Bowie playlist––adding to the experience.

Results

The campaign ignited significant social chatter and press attention, resulting in over 266M press impressions and reaching over 68.9M consumers on Twitter in just one week. They far surpassed their goal of attracting visitors to the exhibit after they hit 2M visitors on June 20th.

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