Overheard Post

The Overheard Post was a print property and experiential marketing stunt created to introduce Overheard Media’s new media services (offline media and experiences). A hyper-local print edition of the viral Instagram account, in old school newspaper form, gave millennials and Gen Z consumers the opportunity to unplug and experience the richness of analog media culture. Newsies roamed the streets with the message “You’re Extra! You’re Extra! Read all about it.” A fully branded newsstand popped up in Union Square with free papers and goodies from partners like La Colombe coffee, HealthAde kombucha, and Plus CBD gummies. Vintage newspaper boxes appeared in high traffic NYC locations. And every cool startup in town had a stack delivered straight to their door.

Brand Marketing Lead 

As the project Marketing Lead, Jenny worked directly with Overheard Media’s founder to set goals, create a marketing strategy, manage creative briefs, oversee production, staff casting, budget management, and sales development. 

During the 3-day activation, over 40,000 papers were distributed to New York commuters via newsies and 150+ retail partners.