American Guerrilla Marketing
Nationwide serivce
Media planning, media buying, billboard advertising, & guerrilla marketing
Case Study:
AGM partnered with an agency on behalf of their client Jala Brat to execute a high-visibility Times Square billboard activation for the launch of his new album. The campaign centered on securing a premium placement on the One Times Square billboard, the world-famous tower where the New Year’s Eve ball drops, and producing an extensive library of content for social media distribution. Times Square billboards offer one of the highest foot-traffic volumes in the world, making this location ideal for a major music release timed for maximum impact.
The client approached AGM to support a dual objective: promote the album to U.S. and international audiences, and generate a large volume of professional video and photo content for social media. Awareness, streaming, and strong digital traction, especially in Jala Brat’s home country, were central priorities for the activation.
AGM’s strategy was built around maximizing visibility and leveraging the cultural significance of Times Square billboards. The goal was to secure the most iconic unit on the One Times Square tower, film the display during peak pedestrian density, and deploy the resulting content across digital channels to drive global reach.
Prime filming took place between 5–7 PM, when Times Square foot-traffic and ambient energy are at their highest, ensuring that the environment surrounding the billboard felt alive, packed, and visually compelling.
Creative assets were delivered in the proper format for the One Times Square vertical spectacular, optimized for clarity and color accuracy across the full-height digital screen. AGM managed all technical preparation, scheduling, and coordination with the display operator.
To avoid permitting requirements and reduce client costs, AGM captured all footage using handheld and gimbal-mounted systems. No tripods touched the ground, enabling full compliance with public-space rules without slowing down production.
The billboard ran for one full day. AGM’s field team captured a substantial amount of content including wide-angle photography, stabilized walk-through video, vertical social clips, and street-level crowd reactions.
Pedestrians frequently stopped to look up at the billboard, take photos, and record videos on their phones, which organically contributed to the activation’s social reach. The surrounding environment, traffic, movement, screens, and the density of Times Square, created a dynamic backdrop that enhanced every piece of content produced.
One Times Square averages 260,000 to 340,000 daily impressions, giving the campaign immediate large-scale visibility. Following the display, the client reported a notable increase in album downloads, with a particularly strong surge in Jala Brat’s home country.
Multiple social posts circulated online showing the billboard, with fan communities resharing the footage across Instagram, TikTok, and regional music pages. The activation delivered both physical impact in New York City and digital momentum across international audiences.
The billboard created a strong presence at one of the most photographed intersections on the planet. The social content produced from the activation became a core component of the artist’s online promotional push, generating excitement, follower engagement, and a noticeable lift in digital activity.
This Times Square billboards activation succeeded because it fused physical spectacle with digital amplification. AGM delivered not only the billboard placement but also the content strategy, on-site production, and social media assets that turned a one-day display into an international promotional moment.
Future clients should understand that AGM provides full end-to-end support, from booking the most iconic placements in New York City to producing high-quality viral content that drives measurable results.
AGM selected the One Times Square billboard because it is one of the most recognizable advertising surfaces in the world, delivering exceptionally high foot-traffic and unmatched visual prominence. It was the ideal location to amplify the artist’s album launch and generate strong social media content.
The billboard delivered immediate visibility in a global cultural hub, while the content captured onsite was used across multiple social platforms. This dual approach helped drive album awareness, fan engagement, and a measurable increase in downloads in the artist’s home country.
AGM utilized handheld and gimbal-mounted camera systems to ensure no equipment touched the ground. This allowed the entire production team to film throughout Times Square without requiring city permits, saving the client time and cost while maintaining full compliance.
Filming during the 5–7 PM window ensured Times Square was at maximum activity, providing dynamic background motion, crowd density, and vibrant ambient visuals. This helped create high-energy content suited for digital platforms and fan-facing promotional material.
The billboard delivered an estimated 260,000–340,000 daily impressions, and the social media content produced from the activation generated strong engagement online. The client also reported a surge in album downloads, particularly in their home country, following the campaign.
