To celebrate Chappell Roan’s latest single, “The Subway,” BM Outdoor teamed up with Universal Music.
Building Installation: Hair as a NYC Beacon
The centerpiece was a towering building installation in Manhattan featuring Chappell Roan’s signature long hair. This striking visual grabbed attention, drawing crowds to the location and sparking social media chatter.
Complementing the installation, wildpostings of Chappell’s image and campaign taglines appeared on NYC street corners, alleys, and outdoor walls, creating a cohesive guerrilla presence that amplified anticipation.
Subway Ads That Echo Through the Underground
The campaign stretched beneath the city, syncing perfectly with the single’s name.
Through NYC’s intricate subway network, dynamic digital media placements brought “The Subway” single directly to commuters. Seen Media ensured visibility across underground platforms, catching eyes in high-traffic areas and amplifying Universal’s music message during rush hour and beyond.
Wildposting Keeps the Streets in Tune
Blending artistic visuals with sharp messaging, wildpostings of Chappell Roan’s cover and lyrics adorned walls across the city. These placements, managed by Seen Media, captured attention at pedestrian eye level, offering perfect backdrops for fan-generated content and helping the campaign dominate both offline and online spaces.
Fan Engagement Amplifies Campaign Reach
@chappellroan’s fanbase immediately embraced the campaign, flooding Instagram and TikTok with reactions, location check-ins, and videos under the hashtags #chappellroan and #universalmusicgroup. This organic amplification transformed the static installations into interactive experiences, as fans sought out each creative piece of the rollout.
Music Meets Urban Storytelling in NYC
This campaign demonstrates the synergy between music marketing and Out-of-Home advertising. By integrating key visual elements of Chappell’s persona into NYC’s physical landscape, Universal Music brought storytelling to the streets—where city life and culture intersect.
Why OOH Media Works for Music Launches
In a digital age, tactile and visual dominance in real spaces still holds powerful sway. Billboard takeovers, wildpostings, and subway ads bridge the physical with the virtual—sparking moments of discovery and virality. BM Outdoor celebrates how creative OOH media gives artists like Chappell Roan the visibility they deserve.
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