One of the reasons I love partnering with Archive (more on our work here) is that they regularly take wild marketing leaps that most B2B SaaS platforms would assume are out of reach. Think DOOH guerrilla marketing stunts are only for D2C brands? Think again.

In December 2024, Archive hacked the holiday campaigns that major brands had paid millions to display on the biggest, brightest billboards in the world. The Archive team drove an LED truck into the middle of Times Square and revealed exactly how each campaign was performing on social in real time. I helped refine the concept and delivered copy to be displayed on the truck alongside the live metrics.

The stunt didn’t just launch the Live Campaign Dashboards feature to the world and showcase Archive’s proprietary AI engine, it was also a huge business driver; results included $5 million in earned media and $1.7 million in revenue pipeline.

Archive even dogfooded their own tech, using the Live Campaign Dashboards feature to run the Live Campaign Dashboards campaign. (For more on that mouthful, here’s the case study I wrote.)

With press coverage pouring in from Ad Age, Little Black Book, Roast Brief, and other outlets, and an influencer campaign stoking the conversation on social, Archive knew they were onto something. I worked with the team on their award season submissions, which quickly resulted in a handful of nominations.

In spring 2025, Archive’s Big Brand Hijack won 2 Webby Awards: Best B2B PR Campaign and Best B2B Media Campaign.