Build market awareness for the release of Rustin on Netflix, using distinct creative phases to support both pre-release interest and post-release viewership. Messaging was sequenced to shift from “Learn More” ahead of launch to “Watch Now” once the film became available to stream.

Mobile billboards were amplified using Blue Bite’s Shadowfencing technology to deliver real-time, 1:1 mobile ads to consumers in direct proximity to the branded vehicles as they moved through high-traffic areas. This approach extended OOH exposure into immediate digital engagement, while Shadowfence Retargeting increased message frequency and reinforced recall by capitalizing on the recency effect.

To further scale reach, geofencing was activated across additional Chicago hotspots, including downtown bars, art and cultural centers, parks, and university campuses. Together, these tactics created a sustained, citywide presence that guided audiences from awareness to action—driving qualified traffic to Netflix and encouraging viewers to stream Rustin during its release window.