American Guerrilla Marketing
Nationwide serivce
Media planning, media buying, billboard advertising, & guerrilla marketing
Case Study:
AGM partnered with the Diamond Peeps team to execute a high-impact digital activation on the One Times Square billboard in Manhattan, New York. As one of the most recognizable Times Square billboards in the world, the unit provided an ideal platform to amplify the brand’s character-driven creative, increase game-download interest, and generate content for widespread social media distribution. The campaign focused on a full-height vertical spectacular located at the center of Times Square, capturing attention from heavy pedestrian flow, tourists, and continuous traffic throughout the day.
Diamond Peeps approached AGM to promote its mobile game through a visually dominant Times Square moment. The goals were to reach global audiences, stimulate game downloads, create viral social clips, and build brand relevance within entertainment and gaming communities. The strategy centered on driving visibility both in-person and online by leveraging Times Square’s cultural influence and international visibility.
AGM recommended a streamlined approach focused solely on Times Square billboards to maximize impact. The One Times Square unit was selected for its scale, vantage point, and uninterrupted visibility from multiple angles across the plaza. AGM coordinated optimal scheduling during peak foot-traffic periods, ensuring dense crowd presence for both real-world exposure and high-quality content capture. The team planned a content-forward execution designed to generate short-form video assets and shareable footage for use across Diamond Peeps’ online channels.
Creative was formatted for the One Times Square display to ensure consistent brightness, clarity, and animation-quality across the towering LED screen. AGM oversaw scheduling, file preparation, and all technical requirements associated with the large-format digital spectacular. Because the campaign’s objective leaned heavily toward global online amplification, AGM structured the production around creating a strong library of visual assets captured directly at Times Square.
The Diamond Peeps creative aired on the One Times Square billboard during the scheduled activation window. AGM’s field team captured extensive content including street-level video, pedestrian-view photography, long-range shots of the full tower, and dynamic crowd-interaction footage. The billboard’s animation and bold color palette naturally drew attention from passersby, many of whom stopped to view, photograph, and record the activation, further fueling organic spread on social media platforms.
Industry averages place the One Times Square billboard at approximately 400,000 to 500,000 daily impressions. The Diamond Peeps activation operated within this range, supported by high pedestrian density and the billboard’s central location.
Beyond physical exposure, the campaign generated strong online visibility. Clips and images circulated across TikTok, X/Twitter, gaming communities, meme-driven audiences, and crypto-enthusiast groups. The colorful creative and recognizable characters made the display highly shareable, contributing to an increase in awareness and engagement around the Diamond Peeps brand.
The Diamond Peeps Times Square billboard campaign succeeded by combining large-format visual dominance with strong content-generation strategy and digital amplification. AGM delivered a turnkey execution that elevated the brand, stimulated fan engagement, and supported game-download visibility. The activation demonstrates AGM’s capability to convert Times Square billboard placements into culturally relevant digital moments with measurable online impact.
One Times Square is one of the most recognizable Times Square billboards, offering exceptional scale and visibility from multiple vantage points, making it ideal for brand launches and high-impact creative.
AGM provided full production oversight, creative formatting, on-site content capture, and planning to ensure the activation generated not only real-world visibility but a strong library of digital assets for ongoing promotion.
Pedestrians frequently stopped to observe the billboard, photograph it, and record short videos, many of which were posted and shared online, amplifying the campaign’s reach across gaming and social communities.
The billboard delivered an estimated 400,000 to 500,000 daily impressions based on Times Square’s traffic profile, reinforced by constant movement across 7th Avenue and the surrounding plaza.
It shows AGM’s ability to plan, execute, and amplify premier Times Square billboard campaigns, transforming a single media placement into a high-visibility moment with significant digital and cultural reach.
