Parking in Chicago is infuriating. It’s very hard to find a place to park, and the city has worsened the situation by recently raising the parking rates. It was important for ChicagoNow to key in on topics that hit a nerve with locals, like parking, as the website is an online destination containing over 250 blogs for Chicagoans to voice their opinion.

Over 4,500 people participated in ChicagoNow.com’s chalk blog by commenting on the boards. Hundreds more stopped and took pictures of the stunt or read the comments left behind by others. And thousands more were exposed to the chalk blog simply by walking past it. The stunt kicked off an advertising campaign that ultimately increased visitors to ChicagoNow.com by over 300%.