Brooklyn Boulders needed to get Chicagoans who don’t climb excited about a new climbing gym.

The Challenge

Brooklyn Boulders (BKB) in Brooklyn and Boston have transcended climbing gyms and become hangouts for all the cool kids in town—from entrepreneurs to punk rockers and graffiti artists.

 

BKB challenged us to recreate this magic at their newest facility in Chicago’s West Loop neighborhood.

The Solution

We knew the hardcore climbers would come naturally. Our job was enticing The Windy City's culture makers.

So we intercepted them – both on the streets and online – with content that provided an engaging introduction to the BKB story and built drama around the opening.

 

In the end, BKB smashed all of its initial membership goals. And they were lofty goals.

The Work

We created a mix of physical and digital materials to promote the opening and introduce the community to the culture of BKB.

We revealed why climbing matters to everyone and the essence of BKB’s community through a series of social stories like these:

And then we helped throw the biggest, baddest, craziest grand opening party of the year…

SEE BROOKLYN BOULDERS' STORY

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Brooklyn Boulders needed to get Chicagoans who don’t climb excited about a new climbing gym.

Brooklyn Boulders needed to get Chicagoans who don’t climb excited about a new climbing gym.
The Challenge Brooklyn Boulders (BKB) in Brooklyn and Boston have transcended climbing gyms and become hangouts for all the cool kids in town—from entrepreneurs to punk rockers and graffiti artists. BKB challenged us to recreate this magic at their newest facility in Chicago’s West Loop neighborhood. The Challenge Brooklyn Boulders (BKB) in Brooklyn and Boston have transcended climbing gyms and become hangouts for all the cool kids in town—from entrepreneurs to punk rockers and graffiti artists. BKB challenged us to recreate this magic at their newest facility in Chicago’s West Loop neighborhood.