CASE STUDY
A flea
never looked
so good
WORK
Mile High Flea Market
PROJECT
Integrated Video Campaign
SERVICES
PROVIDED
Creative Concepting
Campaign Development
Original Video Production
Original Music/Music Production
Multicultural
Media Strategy + Execution
Web Design + Development
The need
Step inside the Mile High Flea Market, and you’ll feel the buzz. It’s a legend, a business, and a party all at once. This open-air market has been a place for Denver to buy and sell anything under the sun for over 40 years. Got fresh produce, tools, live music, great food or a six-inch dancing wombatroid to sell? This is the place. A few years ago, Heinrich surpassed all expectations to dramatically increase buyers, repeat buyers, and sellers through video and digital marketing excellence, and a few years later, the Flea came back to us for more. Heinrich presented three concepts expecting them to choose just one, but the Mile High Flea Market loved our ideas so much that they found the money and gave us the green light to produce two.
What we did
The campaign delivered two video concepts, with the first being “The Song of the Sale” where we revisited one of the Flea’s old radio songs, re-invented it, and re-recorded it. Because what better way to get people excited about the Flea than to serenade them? We had a band play the song live on the main stage and encouraged the audience to sing along to show that the flea is more than a place to buy and sell, it’s a community gathering you don’t want to miss. And the second concept shared this sentiment, we called it “Colorado’s Largest Garage Sale.” After interviewing real people having a garage sale, we gave them a free spot at the Flea to try out the fun while filming everything to capture all the excitement. With both concepts for this campaign, we reminded audiences that the Mile High Flea Market is for all, and, even better, everyone can have a good time, whether you’re buying, selling, or just singing along while eating a turkey leg.
The Results
The Mile High Flea Market continues to do well and is a staple for the Denver community. In years past, the Flea was struggling to maintain customers and find new ones.
But our video campaigns over the past few years, combined with digital marketing efforts, have kept the Flea strong and continuing to jump to new heights.
THE FULL
story
A deeper look at The Mile High Flea Market videos
The Flea is a beloved Colorado institution and to get the word out, we almost literally sang it from the rooftops. The campaign set out to capture the multifaceted experience of Mile High Flea Market by developing two distinct concepts that worked in harmony—”The Song of The Sale” and “Colorado’s Largest Garage Sale.” By honoring the flea market’s playful heritage while showcasing real people and authentic fun, we created a campaign that celebrated both the nostalgia and excitement of Colorado’s iconic weekend destination.
Keeping the Flea fresh
The beauty of this campaign was its relatability and authenticity. For “The Song of The Sale,” we revitalized a classic jingle from Mile High Flea Market’s archives, partnering with musicians and audio studio Coupe to compose original music around the almost-historic lyrics. Then, we brought in the John Maez Band to perform live on the main stage, inviting real flea market visitors and sellers to sing along with us. People were genuinely excited to participate and be featured in the videos—filming became an experience in itself.
Meanwhile, “Colorado’s Largest Garage Sale” took a documentary-style approach, literally packing up a real garage sale, loading it into a truck, and setting it up as a booth at the flea market. We sourced authentic garage sellers and shoppers to participate, creating content that felt grounded and relatable. The production even faced typically unpredictable Colorado weather when snow appeared the day before shooting for our content that would appear in spring and summer. But our Heinrich team was there to shovel and clear the shots—because we always bring the dedication to uncover authentic storytelling.
The Heinrich effect
Our guiding principle was simple: Mile High Flea Market isn’t just a place to buy and sell—it’s an all-are-welcome experience. By creating bilingual content across video and radio, deploying assets as broadcast TV spots, paid digital ads, YouTube pre-roll, paid social, and Mile High Flea Market microsites, we ensured the campaign met people where they were. The result was a celebration of community, nostalgia, and the unexpected joy of the flea market experience. When a client loves your work so much they choose two concepts instead of just one and invest additional budget to bring both to life, that’s the Heinrich effect that gives people the desire to come back. /