When local legend, Brian Tierney, took over The Philadelphia Inquirer he promised to make big changes. The first thing he did was hire Quaker City Mercantile.

First, we were tasked with launching Phillycars.com—a massive, local, car-buying site designed to compete with sites like cars.com and vehix.com. Seeking to have the campaign go viral, we reached out to our friends at Downtown Records—home of Gnarls Barkley and Eagles of Death Metal—and did a joint promotion with a new protégé of theirs named Kevin Michael.

Kevin just happend to have a brand new song called "Philadelphia." It's a very infectious, catchy, feel-good ode to the City of Brotherly Love. So we made a deal. We would use the song to promote Phillycars.com in TV, radio and on the website, and in return, we cut a viral music video for Downtown Records to use on Youtube, Myspace, etc.

Quaker City Mercantile even worked on the cover art for the CD single, which we designed to look like The Inquirer. The Inquirer will also be having Kevin perform on their behalf at sporting events and pop-up concerts at places like City Hall. In fact, The Inquirer is so happy with the results, they've been discussing using the song as the theme for the whole organization (Inquirer, Daily News, Philly.com).

We also created a lot of outdoor and print for Phillycars.com. Particularly having fun playing with creative use of space in the newspaper.