Lil Nas X, whose country rap single “Old Town Road” achieved viral popularity via TikTok in 2019 earning him diamond certification, is seen filming a live TikTok video to promote the release of his new single “Holiday” in front of the Sunset Blvd billboard he booked through MilkMoney. Insider talked with MilkMoney founder and CEO Sam Keywanfar about this particular OOH campaign and whether he feels brands are returning to the market following a covid hiatus.
Sam, where did the idea come from and how involved do you guys typically get?
The creative was conceptualized by Lil Nas X, we simply implemented it. At MilkMoney, we offer complimentary Strategy support to all of our clients. We share best practices, discuss current OOH trends and conceptualize unique campaigns to match their individual needs, ie our OBIE Award Winning Fenty Mirror Wall campaign we did for Rihanna last year. Fortunately for us, a majority of our clients are innovators, trendsetters, and cultural icons who regularly disrupt their own industries, so helping us disrupt ours is second nature to them!
Why this particular location?
Lil Nas X is extremely active on social media, and loves sharing original content with his fans. Understanding this billboard would ultimately be used as the backdrop for this very content, there were three factors which guided the selection. One, he wanted to be on Sunset Boulevard. Two, we needed options which would allow for safe filming. Three, we needed a unique billboard that would stand out from all the noise on the Sunset Strip. This particular unit happened to check all three boxes. It was a stand alone structure on Sunset, located on the corner of a high traffic 4 way intersection, which also happened to be in the middle of a large parking lot.
Why did you guys choose to use extensions on this campaign?
Lil Nas X wanted to have some fun with his creative. It’s festive, it’s different and it’s eye catching. He was looking for ways to make it stand out and extensions gave us the extra pop we were looking for. Fortunately this unit accepted top and bottom extensions, so we decided to go with both.
Are advertisers returning from covid?
We are seeing far more activity from smaller DTC brands and startups, than big national brands. While larger brands continue to struggle, nimble more agile businesses have an a opportunity to shine. Our marketplace gives them a hassle free way to supplement their existing media buys, with incremental OOH, at prices they can afford. This month alone, we helped several newcomers launch successful OOH campaigns: Dia, Good Molecules, Spero Foods, Rise Brewing and Athletic Brewing Co. In a matter of months, we’ll make these brands house hold names!
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