PHD PHODDER

NYC OOH Observations: East Village, Bushwick, and Williamsburg

Post no Bills:  On every intersection in the East Village (Manhattan), there are bills posted on every light pole and traffic box.  Depending on the placement, some of these really stand out (even though it will eventually be (partially) covered up in the future).  The bills range from guitar lessons and shows at dive bars to political parodies and cartoon statements against mass commercialization/consumption.  Many have a tear-away with a number or website (call to action).  The bills, flyers, stickers, and the likes stack and wear over time, creating part of the grungy feel the neighborhood is known for.

Implications for Converse: When promoting underground events (talking Easter eggs here), speak the language of the Nick and Mike.  They don’t pay attention to the bus stand OOH units, they look at what’s posted on the side of buildings, what someone like them might have put up.  The Converse bills don’t need anything but the details and what’s going on at the event.  A simple Converse sticker somewhere overlapping the flyer will do, and minimal branding at the event.  We were also thinking that events could even be just throwing a sweet party and giving everyone a pair of Converse on their way out – no other branding.

A personal note: I can personally recite the locations of a particular poster – Evil Water. It’s on the traffic light box on St. Marks and 1^st Ave, the fence on 5^th Street and Avenue A (on my way to the grocery store), on the fence next to the Rite Aid at 5^th and 1^st Ave, and one a light post near my gym at 4^th in between Bowery and Lafayette.

More on speaking the language for East egg hunts:  Skaters and graffiti artists (more-so than street artists) are big on trespassing.  Many videos start with a view of the gated-off location and a “No Trespassing” sign.  These signs catch the attention of skaters, and pay close attention to what’s on the inside/other side.  

Converse can tease locations of pop-up events with “Trespassing” signs – a difference skaters will be sure to notice.  Even no trespassing signs with a bunch of Converse stickers covering up the “No” would subtle enough.  This could be extended to social with a #trespassing hashtag to seed social conversation.