Case Study
Squealing Pig | Piggy Pedal Pub
Squealing Pig wanted to recruit new brand fans in Canada with an experience as playful as its wines. XMC turned a Toronto Pedal Pub into a month-long moving brand presence, connecting street-level encounters with creator content, local media and paid social.
MISSION
Build awareness among experience-driven consumers in Toronto through a distinctive activation that encouraged interaction and social sharing.
DELIVERY
XMC partnered with Toronto Pedal Pub to transform a fully branded Pedal Pub into a month-long moving billboard, supported by an integrated street, creator, media and paid advertising plan.
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Travelled through high-foot-traffic areas across Toronto to maximize street visibility.
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Kicked off with Brand Ambassadors and special guest Lucy Flawless, using branded merchandise, surprise street interactions, QR engagement and Polaroid moments.
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Amplified the activation through influencer collaborations, organic and paid social, Meta advertising and partnerships with BlogTO, Dished Toronto, Curiocity and To Do Toronto.
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ADDITIONAL SERVICES DELIVERED
​Digital Strategy & Campaigns · Experiential · Influencer Marketing · Paid Media · Content Production · Project Management
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RESULTS
The campaign combined street visibility with digital exposure and sustained participation in the experience. Reported impressions describe exposure across channels, rather than a count of unique people reached.
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1.6M+ — Total impressions across street exposure, social and paid media
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468,863 — Reported street impressions
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70+ minutes — Average dwell time
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