Case Study: The Onion achieves distribution of 20,000 newspapers and 405,000+ impressions with Moderne Communications

The Onion - Customer Case Study

The Onion enlisted Moderne Communications to drive mass awareness for a special edition newspaper tied to sponsor Kozy Shack, needing to reach readers across five key markets during a concentrated four-hour activation window and distribute 5,000 papers per market. The challenge was to efficiently engage high-volume commuter and event audiences to maximize visibility in a short timeframe using street teams/experiential marketing.

Moderne Communications deployed targeted street teams at major transit hubs (train stations, metro stops, bus terminals) during morning rush hours in Philadelphia, New York, and Seattle, plus a focused presence at San Diego Comic-Con, stationing ambassadors across multiple locations to broaden city reach. The campaign distributed 20,000 newspapers and generated more than 405,000 impressions, meeting the client’s distribution goals and delivering significant sponsor visibility for Kozy Shack.

The Onion