American Guerrilla Marketing
Nationwide serivce
Media planning, media buying, billboard advertising, & guerrilla marketing
Case Study:
AGM partnered with Agency on behalf of their client, Netflix to execute a high-visibility 48 × 72 wheatpasting campaign across Miami during the Formula 1 Grand Prix weekend. The activation centered on large-format wild postings promoting “The Seat,” strategically placed throughout high-traffic areas including Wynwood, Brickell, Downtown Miami, the Design District, and key F1 fan-movement corridors. With F1 drawing massive global attention and dense foot-traffic around the city, this campaign leveraged event-period visibility to elevate the title’s presence and reach sports, entertainment, and culture-driven audiences.
Agency and Netflix engaged AGM to generate widespread street-level awareness for “The Seat,” with the goal of tapping into F1’s international influx of visitors, media, and content creators. The objectives included driving general awareness, aligning the creative with F1’s cultural energy, and generating social-ready visuals that could extend the campaign beyond Miami’s physical footprint.
AGM deployed a targeted wheatpasting strategy focused on proximity to event-relevant zones, ensuring visibility in areas where F1 attendees, locals, and media crews were actively moving throughout the weekend. The 48 × 72 format was selected for its large footprint, bold presence, and strong impact in high-density pedestrian zones. The creative was arranged in extended multi-panel walls to create a cinematic effect, allowing the artwork to dominate long stretches of fencing and construction surfaces—a common visual anchor for wild posting during large-scale cultural events.
The campaign used standard 48 × 72 posters printed on 100lb paper to maintain color depth and durability in Miami’s heat and humidity. AGM handled printing coordination, routing, production oversight, and field execution. Approximately 200–400 posters were installed across multiple neighborhoods, forming complete takeovers on select blocks to reinforce brand saturation throughout F1 weekend.
The installation took place over the course of a week leading into the F1 Grand Prix, ensuring the creative was live well before crowds peaked. Posters were installed continuously across Wynwood, Brickell, Downtown, Miami Design District, and the outer areas surrounding F1 fan zones. The extended wall builds created high-impact visuals from multiple angles, offering clear visibility for both pedestrians and vehicular traffic. The Netflix creative quickly became recognizable throughout Miami as fans moved to and from F1-adjacent events, restaurants, and nightlife venues.
The activation ran during one of the highest foot-traffic periods of the year, with Formula 1 bringing in estimated citywide visitor impressions in the millions. Placement in Wynwood and Brickell yielded significant real-world visibility due to the density of fans, influencers, and hospitality activations tied to F1 weekend. The campaign generated online momentum across TikTok, Instagram, X/Twitter, Reddit motorsport communities, and entertainment forums. Fans posted the wheatpasted walls as part of their F1 weekend content, amplifying the visibility of “The Seat” far beyond local reach and into digital spaces with international viewership.
The Netflix “The Seat” Miami F1 campaign succeeded by pairing strategic timing with targeted location selection. AGM delivered a citywide presence that aligned with the cultural energy of F1 weekend, supported sustained street-level visibility, and helped spark online conversation around the title. The combination of high-impact creative, neighborhood-specific targeting, and alignment with a global sports event made this wild posting activation a strong contribution to Netflix’s promotional efforts.
F1 weekend generates massive international foot-traffic and attention, making it an ideal environment for high-visibility street campaigns aligned with global entertainment properties.
The 48 × 72 format delivers strong visual impact and allows brands to dominate long stretches of walls in high-traffic neighborhoods, especially during large-scale events like F1.
AGM installed between 200 and 400 posters across multiple Miami neighborhoods, forming full wall takeovers and extended runs of creative.
The campaign generated online visibility across TikTok, Instagram, X/Twitter, Reddit motorsport channels, and entertainment communities, boosted by F1 attendees posting photos and videos of the wild postings.
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Strategic timing, placement in high-density zones, strong creative, and the global spotlight of F1 combined to maximize awareness and online engagement, demonstrating AGM’s ability to execute culturally aligned wild posting campaigns during large events.
