Digital Advertising

Guerrilla Marketing

Public Relations

Influencer Marketing

Social Media Messaging

Business Situation

The YMCA of Greater San Antonio needed to drive as much attention as possible to Síclovía, a free, one-day event that encourages San Antonians to play in the streets. A high turnout would secure the sponsorships and funding they needed for both the next Síclovía and for general business.


esd focused on influencer and guerrilla marketing to generate offline buzz and used social media to promote the offline marketing tactics and directly acquire participants.

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The digital advertising acquired 479 participants, resulting in $2.78 per participant (well below the accepted CPA)

The integrated online and offline campaigns generated over 3,000 engaged online users within a week

Over 60 media hits and stories regarding the event were garnered from large local news sources, such as KSAT, TPR, Fox 29 and KENS5