David Kadavy promoted his latest book on a billboard in Times Square. He used the strategy to create a pseudo-event to get people to talk about his product.

He wrote about the experiment at How I Put My Book on a Times Square Billboard (What Did It Cost, & Did It Work?. The campaign cost $455.58 – which included spending $200 on a photographer to capture the ad. It resulted in:

  • a retweet from Tim Ferriss. He had run a similar campaign.
  • an opportunity to speak (over Zoom) at New York Public Library. This opportunity also had SEO benefits.