Business Situation
The YMCA of Greater San Antonio needed to drive as much attention as possible to Síclovía, a free, one-day event that encourages San Antonians to play in the streets. A high turnout would secure the sponsorships and funding they needed for both the next Síclovía and for general business.
Solution
esd focused on influencer and guerrilla marketing to generate offline buzz and used social media to promote the offline marketing tactics and directly acquire participants.
The digital advertising acquired 479 participants, resulting in $2.78 per participant (well below the accepted CPA)
