JAŸ-Z

AllExperiential

Jun 14

JAÿ-Z

Reasonable Doubt 30th Anniversary Transit Takeover

Objective

CREATE A HIGH-IMPACT TRANSIT CAMPAIGN TO CELEBRATE THE 30TH ANNIVERSARY OF REASONABLE DOUBT, TURNING NEW YORK'S SUBWAY SYSTEM INTO A CONNECTED JAŸ-Z30 EXPERIENCE THAT REACHED FANS AT THE POP-UP, COMMUTERS INSIDE THE STATION, AND RIDERS ACROSS THE J & Z LINES.

Campaign

TO CELEBRATE THE 30TH ANNIVERSARY OF REASONABLE DOUBT, WE ACTIVATED SOME OF NEW YORK’S MOST ICONIC TRANSIT EXPERIENCES. AT THE HEART OF THE CAMPAIGN WAS THE JAŸ-Z30 POP-UP INSIDE THE HISTORIC ABANDONED BOWERY STATION, WHERE A DECOMMISSIONED SUBWAY CAR WAS BROUGHT BACK TO LIFE AS THE CENTERPIECE OF AN IMMERSIVE FAN EXPERIENCE FEATURING ALBUM EXHIBITS, EXCLUSIVE MERCHANDISE, AND A SPECIAL APPEARANCE BY JAŸ-Z.

BEYOND THE POP-UP, THE CAMPAIGN EXPANDED ACROSS THE CITY WITH A COMPLETE TAKEOVER OF DELANCEY STREET–ESSEX STREET STATION, INCLUDING WRAPPED WALLS, STAIRWAYS, TURNSTILES, AND STATION MEDIA, TWO FULLY WRAPPED J & Z SUBWAY TRAINS RUNNING DAILY THROUGH MANHATTAN AND BROOKLYN, 200 DIGITAL SCREENS ACROSS THE MTA NETWORK, AND A HIGH-IMPACT BILLBOARD AT YANKEE STADIUM PROMOTING JAŸ-Z’S 30TH ANNIVERSARY CONCERT.

TOGETHER, THESE ELEMENTS CREATED A SEAMLESS CAMPAIGN THAT REACHED FANS AT THE POP-UP, COMMUTERS THROUGHOUT THE TRANSIT SYSTEM, AND AUDIENCES ACROSS SOME OF THE CITY’S MOST VISIBLE MEDIA PLATFORMS.

Results

THE CAMPAIGN DELIVERED THE KIND OF SCALE BRANDS LOOK FOR IN MAJOR CULTURAL LAUNCHES: HIGH-VISIBILITY MEDIA RUNNING THROUGH NEW YORK’S TRANSIT SYSTEM, A DEDICATED FAN DESTINATION, AND STRONG ORGANIC PICKUP ACROSS SOCIAL AND PRESS.

THE WRAPPED J & Z TRAINS, STATION TAKEOVER, AND JAŸ-Z30 POP-UP WERE SHARED WIDELY BY FANS, COMMUTERS, AND MEDIA ACCOUNTS, WITH ADDITIONAL COVERAGE FROM BILLBOARD HELPING VALIDATE THE CAMPAIGN’S REACH AND CULTURAL RELEVANCE.