DIY Billboard Marketing

Siqi Chen shares a story about an impromptu guerrilla marketing campaign for his company Runway.

"This happened last week. Our marketing team is run by Cal Friess who was a YC founder of a company called Taika, and we also have this woman named Julie Frietas who was at Shopify. I was in the office and I just saw them come out of a meeting kind of giggling and they got out this piece of cardboard and started writing on it.

I'm like, 'What is this?' They said, 'You know how you didn't want to do a billboard? We decided to just create a billboard ourselves and just hold it on a freeway.' I thought that is such a cracked idea, of course that's gonna go viral, and I said, 'I'll do it.'

They were like, 'You will?' I said, 'Yeah, I'll do it.' So we walked outside, we found a freeway entrance, and I was just holding the sign that said 'If you hate your finance platform getrunway.com.'"