How GoPuff Launched Tom Brady's GOAT Gummies: A Mobile DOOH Swarm Strategy

How GoPuff Won OOH Creative of the Week with a Mobile DOOH Swarm (Beating Netflix, Red Bull & Canva)

The Challenge: Launching GOAT Gummies in a Crowded Market

The Context

GoPuff, a leading on-demand delivery service, was launching an exclusive product line: Tom Brady's GOAT Gummies—premium wellness supplements backed by one of the most recognizable athletes in the world.

The challenge wasn't just awareness. Miami's market is saturated with supplement launches, wellness brands, and celebrity endorsements. GoPuff needed to create an unmissable moment that would:

✅ Generate immediate buzz around the Tom Brady partnership
✅ Drive foot traffic to GoPuff's event location
✅ Create social media-worthy brand presence
✅ Stand out in a city that sees traditional billboards and OOH advertising daily

Why Traditional OOH Wouldn't Work

Static billboards would blend into Miami's advertising landscape. Transit ads would reach the wrong audience. Digital billboards at fixed locations couldn't concentrate impact at the specific event venue.

GoPuff needed a mobile DOOH strategy that could deliver concentrated, coordinated, impossible-to-ignore brand presence exactly where and when it mattered.

Instead of scattered impressions across a city, our campaign delievered:

• Total market saturation in one concentrated area
• Omnipresent brand visibility from every direction
• Unmissable visual impact that traditional OOH cannot match
• Social media-worthy spectacle that drives organic content

Why Swarms Work for CPG Product Launches

Traditional OOH advertising spreads impressions across broad areas. For product launches—especially CPG brands and events—you don't need citywide reach. You need undeniable dominance at the point of action.

That's exactly what GoPuff understood.

The Execution: 20+ Mobile Digital Billboards, One Mission

Campaign Details:

• Brand: GoPuff x Tom Brady GOAT Gummies
• Objective: Create unmissable launch event presence
• Location: GoPuff event venue, Miami
• Fleet Size: 20+ Lumix-equipped delivery scooters
• Strategy: Coordinated swarm convergence

The Deployment

Our operations team coordinated with 20+ drivers across Miami to converge on GoPuff's event location simultaneously.

Each scooter carried a high-definition LED screen displaying:

• Tom Brady's GOAT Gummies branding
• Bold, attention-grabbing creative
• Product visuals and messaging optimized for street-level visibility

The Timing

Swarms aren't just about numbers—they're about strategic timing.

We synchronized arrival to maximize impact:

• Peak event arrival time
• High foot traffic periods
• Maximum social media capture moments
• Coordinated with GoPuff's on-ground activations

The Result on the Ground

Every direction attendees looked: GoPuff. Tom Brady. GOAT Gummies.

Arriving at the venue? Lumix mobile DOOH screens.
Leaving the venue? More Lumix screens.
Walking nearby streets? Surrounded by coordinated brand presence.

The swarm created an inescapable brand bubble around the launch event.

The Recognition: OOH Today's Creative of the Week

The Award

Our GoPuff campaign was featured in OOH Today as Creative of the Week, a prestigious recognition in the out-of-home advertising industry.

What We Beat:

The same week featured campaigns from:

• Netflix (major streaming service with massive OOH budgets)
• Red Bull (legendary for experiential marketing and bold activations)
• Canva (tech unicorn with sophisticated marketing campaigns)

These are brands with million-dollar OOH budgets, dedicated creative agencies, and established reputations.

Lumix Ads—with 25 scooters and a scrappy Miami operation—beat them all.

Why It Won

OOH Today recognized the campaign for:

• Innovation in mobile DOOH execution
• Strategic use of coordinated deployment
• Visual impact and street-level presence
• Effective integration with event marketing

But more importantly: it proved that mobile billboard advertising can compete with and beat traditional OOH when executed with strategy and coordination.

The Impact: Beyond the Award

Organic Social Media Coverage

The swarm created natural social media moments:

• Event attendees photographing the coordinated scooter presence
• Tom Brady himself posted about the launch activation
• GoPuff's social channels amplified the street-level content
• Organic shares from Miami residents encountering the swarm

Street-Level Buzz

Beyond metrics and awards, the campaign created conversation.

When 20+ branded scooters surround an event, people notice. They talk. They share. They remember.

That's the power of coordinated mobile DOOH that traditional billboards can't replicate.

Client Satisfaction

GoPuff was ecstatic with the activation. The campaign:

• ✅ Delivered the unmissable presence they requested
• ✅ Generated organic content beyond paid impressions
• ✅ Proved mobile DOOH effectiveness for CPG launches
• ✅ Opened the door for continued partnership

Most importantly: it launched our enterprise-focused summer and established Lumix Ads as a legitimate platform for major brands.

A Special Thanks: The People Who Made This Possible

None of this would have happened without the people who believed in Lumix Ads when we were still proving ourselves.

Edan Mayron – Thank you for taking a chance on us. When most brands were hesitant to work with a startup mobile DOOH platform, you saw the potential and gave us the opportunity to prove what coordinated swarms could do. That trust changed everything for Lumix Ads.

Tyler Stewart – Your collaboration throughout this campaign was invaluable. Working together to coordinate timing, optimize creative, and execute the swarm flawlessly showed us what's possible when brands and platforms truly partner.

To everyone at GoPuff who supported this activation – you helped us prove that mobile DOOH can compete with and beat traditional OOH when executed with strategy and coordination.

Lessons Learned: What Made This Campaign Win

Reflecting on why GoPuff's campaign won OOH Creative of the Week:

1. Innovation in Execution

We didn't just run mobile ads—we coordinated a spectacle that traditional OOH can't replicate.

2. Strategic Concentration

Instead of spreading 20 scooters across Miami, we concentrated all of them at the high-value event location.

3. Timing Precision

We deployed the swarm exactly when GoPuff's audience was arriving, not as a week-long background campaign.

4. Bold Creative

The Tom Brady GOAT Gummies creative was optimized for street-level visibility and social sharing, not just impressions.

5. Integrated Approach

The mobile DOOH swarm complemented GoPuff's on-ground activation rather than existing in isolation.

6. Measured Risk

GoPuff took a chance on a relatively new mobile advertising platform—and we delivered beyond expectations.

The Bottom Line:

This campaign won because it demonstrated what mobile DOOH can achieve when executed with strategic coordination, bold creative, and precise timing—not just more impressions.

Ready to Launch Your Own Award-Winning Mobile DOOH Campaign?

Whether you're launching a CPG product, driving event attendance, or dominating a competitive market—Lumix Ads delivers coordinated mobile DOOH swarms that create unmissable brand moments.

What We Offer:

• ✅ Coordinated swarm deployments (10-25+ screens)
• ✅ Strategic route planning and timing optimization
• ✅ Award-winning creative execution
• ✅ Real-time campaign management and tracking
• ✅ Multi-city deployment capabilities (Miami, SF, LA)

Perfect For:

• CPG product launches
• Event marketing and activations
• Retail grand openings
• Time-sensitive promotional campaigns
• Competitive market conquesting

Book a Strategy Call →

See More Case Studies →

Related Reading:

• How Lumix Ads Landed DoorDash & Instacart in 45 Minutes

About the Author:

Iñaki Usandizaga is Co-Founder & COO of Lumix Ads, the mobile digital out-of-home advertising platform behind OOH Today's Creative of the Week. Lumix Ads operates across Miami with expansion to San Francisco and Los Angeles in 2026, partnering with enterprise brands like GoPuff, DoorDash, and Instacart to deliver award-winning mobile advertising campaigns.

Follow the journey on LinkedIn.