PBR Madison Square Garden Case Study 

Driving 4.7M+ Estimated Impressions Through Street-Level Media in NYC 

Client 

Professional Bull Riders 

Market 

New York City 

Event 

PBR Unleash The Beast at Madison Square Garden 

Campaign Length 

30-day media run 

Media Used

Sidewalk Decals 
Wild Posting 

Campaign Snapshot 

Professional Bull Riders partnered with Ayden Activation Group to build street-level visibility for PBR Unleash The Beast at Madison Square Garden. 

The campaign used a combination of sidewalk decals and wild posting to reach pedestrians, commuters, residents, visitors, and eventgoers across key New York City corridors. 

Estimated Impressions: 
Sidewalk Decals: 780,000 
Wild Posting: 4 million+ 
Combined Estimated Impressions: 4.7 million+ 

Objective 

The campaign was designed to increase awareness for PBR Unleash The Beast, support ticket sales momentum, and extend PBR’s event presence beyond Madison Square Garden. 

The goal was to create a visible street-level media campaign that could stand out in one of the most competitive entertainment markets in the country. 

Execution 

Sidewalk Decals 

Ayden placed branded sidewalk decals in strategic high-foot-traffic pedestrian areas throughout New York City. The decals delivered ground-level visibility and helped keep the PBR event message in front of people as they moved through key city corridors. 

Estimated impressions: 780,000 

Wild Posting 

Wild Posting was used to create broader market visibility across key urban locations. The placements reinforced the PBR event message throughout the city and added scale to the 30-day campaign. 

Estimated impressions: 4 million+ 

Results 

The campaign helped create strong market visibility for PBR Unleash The Beast at Madison Square Garden. 

Key results included: 

Increased street-level awareness across New York City 
Support for ticket sales momentum leading into the event 
Expanded PBR brand visibility in a major urban market 
More than 4.7 million combined estimated impressions 
A strong 30-day media presence around one of PBR’s premier arena events 

Impact 

The PBR Madison Square Garden campaign demonstrated how targeted street-level media can support major live-event promotion in a dense urban market. 

By combining sidewalk decals with wild posting, Ayden Activation Group helped PBR create a market-wide presence that reached fans and potential ticket buyers beyond the venue and throughout the daily movement of New York City. 

The activation reinforced Ayden’s ability to support sports and live-event brands with strategic street-level media, market visibility, and event-driven promotional support