Overheard NY Launches ‘Millennial-Inspired’ Newspaper
Following last week’s impactful launch of Overheard Post, New York Edition — the physical manifestation of the must-follow @OverheardNewYork account that’s taking over New York City through a 360-degree consumer-facing activation. Overheard Post, New York Edition debuted last week as a satirical newspaper featuring all of the best (and hilariously worst!) of New York culture and attracted consumers through integrated activations around the entire city, including the first-ever Overheard Newsstand in the heart of Union Square, which ran from Thu 10/17 — Fri 10/18.
Overheard Post, New York Edition is the rapidly growing franchise’s largest activation to date, with over 40K newspapers distributed. The comprehensive campaign was strategically designed to reach New Yorkers as they went through their normal daily routine to maximize visibility and increase brand awareness, highlights include:
- On The Streets: Over the weekend, Overheard Newsies distributed the paper to thousands of New Yorkers and participated in elaborate stunts across the city, including an iconic Subway station takeover.
- Local Distribution Sites: While supplies last, over 140 of New York’s buzziest retail locations like Bluestone Lane, Sweetgreen, Freehold, Jack’s Wife Freda, The Wing, and Van Leeuwen are carrying the newspaper, encouraging consumers to stop by to pick up their complimentary copy and promote a sense of community through interactions with local businesses.
- IRL Newsstand Pop-Up: Leveraging partnerships with high profile brands, including Le Labo, Health Ade and La Colombe, the Overheard newsstand was a must-visit pop-up from Thu 10/17 — Fri 10/18, attracting over 6,000 visitors over the course of just two days.
Since launching the initial page in late 2015, the Overheard platform has organically grown to attract over three million followers, positioning itself as the leading comedic voice of the country’s biggest cities. The brand has also attracted the interest of celebrities including Jonathan Van Ness, Dylan Sprouse, Lili Reinhart, Sophie Turner, Sophia Richie; high-profile brands including Uber, Sweetgreen + Bumble; and even published its own popular coffee table took, “We Only Dated For 11 Instagrams.”