Meetup

SUBWAY CAMPAIGN

INTRODUCTION

Meetup helps people connect around their passion and curiosity.

Meetup helps make new friends doing what you love.

After the sucess of our first project together, Meetup approached Metapattern to lead the creative direction of a large-scale outdoor campaign in the NYC Subway.

 

After the sucess of our first project together, Meetup approached Metapattern to lead the creative direction of a large-scale outdoor campaign in the NYC Subway.

1.

Scope

DISCIPLINES

Creative Direction
Photography

Creative Direction
Photography

CREDITS

Carson Linforth Bowley

Carson Linforth Bowley

CREATIVE DIRECTOR

Daniel N. Johnson

Daniel N. Johnson

PHOTOGRAPHER

PHOTOGRAPHER

Matthew Glueckert

Matthew Glueckert

ASST. PHOTOGRAPHER

ASST. PHOTOGRAPHER

DATES

December 02016

December 02016

2.

Mission

Design an subway ad campaign to introduce Meetup's new brand to New York City.

After the successful redesign of Meetup's visual identity by Sagmeister & Walsh, it was time to share the work with the world. Metapattern was engaged to lead the creative direction of the first campaign, a full takeover of the MTA Subway system.

3.

Process

We lead a creative sprint at Meetup HQ, conceiving and executing a complete campaign in less than one week.

Working closely with the Meetup internal Marketing and Communications team, as well as founder Scott Heiferman, we brought in our favorite photographer and dear friend Daniel N. Johnson bring the concept to life.

Interested in learning more about the Immersion process? 

4,

Results

The ads ran for 3 weeks on every subway line and in platform posters around the city. Meetup saw a 27% increase in new member registration in NYC, with most new registrations coming via their app (exactly where we they wanted to drive traffic).

SUCCESS METRICS

570

Train cars

100+

Platforms

27%

Icnrease in new-member registrations

 

IN THE WILD

IN THE WILD

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Meetup – Crew

Thank you, Meetup.

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