Adventure sports and music collide at RiverRocks in Chattanooga, TN which started October 2nd. The Johnson Group and Fairway Outdoor pulled off an epic out-of-home stunt to promote the event which involves canoeing, stand-up paddleboarding, 50k and 11-mile trail run, rappeling, rock-climbing and a bluegrass music festival. Using a unique space of stacked billboards in downtown Chattanooga, they created a rock-climbing wall complete with extensions of climbers. But they didn’t stop there. For one day, they staged an event where real climbers scaled the structure multiple times allowing passersby and media outlets to snap and share photos. The whole stunt only happened for a few hours, but the additional media exposure and word-of-mouth for the event had to increase awareness exponentially.
