📝 The Build Log: 🐀 Dead Rats Diaries
🐀 DeadRats.NYC: Claiming the Alleyways of the Internet
Every city has its ghosts. Ours just happen to be rats — little furry carcasses on the sidewalk that nobody wants to see. DeadRats.NYC didn’t crawl out of a brand deck or some boardroom brainstorm. It started the way all the best New York ideas do: late nights, cheap coffee, and an obsession with something everyone else ignores. In this case? Dead rats. On sidewalks. In gutters. On train tracks. Each one cataloged, captioned, and rated with enough wit to make you smirk, scoff, or scroll back for more.
This isn’t just posting photos. It’s digital rodent control.
📛 Step One: Name Hunting
Handles are the new real estate. DeadRats had to claim every alley: TikTok, X, Threads, Pinterest, Facebook. We snatched up usernames like breadcrumbs, making sure no one else could squat on the brand.
The only tricky one? Instagram. Someone grabbed @deadratsnyc years ago, posted nothing, gained one follower, and ghosted. Classic rat hoarding. So we slid in with a polite DM — offering to buy or take over. Whether they bite or not, the name hunt is part of the game.
Every brand has to start here: lock your name before someone else does.
🌐 Step Two: Domains in the Trap
Next: the URLs. DeadRatsNYC.com, DeadRatsBrooklyn.com, DeadRatsBronx.com, DeadRatsQueens.com.
Do you need all of them? Maybe not. But it’s about territory. If someone searches, they’ll find you, not some knockoff rat blog. Domains are cheap compared to the value of securing your patch of internet pavement.
We built the plan around a single anchor — DeadRatsNYC.com — and the borough spinoffs are there if we ever want them.
📣 Step Three: Social Campaign, Brat Tactics
DeadRats is not about polished grid aesthetics. It’s about the bite.
Each post is a captioned photo, part smirk, part obituary. The kind of content that makes you pause-scroll, because it’s so wrong it’s right.
The campaign plan is simple:
Consistency > Perfection (dead rats are everywhere, so is the content).
Humor > Virality (people share what makes them laugh, not what makes them nod).
Local first (NYC rats are the main characters, the world tunes in later).
We’re staging a rollout that feels less like a campaign and more like a zine that keeps falling out of subway stations.
🛒 Step Four: Merch on the Horizon
This isn’t just about clout. It’s about cloth.
DeadRats is already a vibe — the kind that belongs on a t-shirt, a tote, maybe even a limited-run zine sold out of a cardboard box at a LES bar. Merch is where the audience becomes a crew. The following becomes a movement.
But merch too early is merch nobody buys. First, we grow. Then we drop.
🐭 Bonus Teaser: RodentControl.NYC
Because domains are cheap, why not create your own competition? RodentControl.NYC flips the script — a fake rival that makes the DeadRats world bigger, louder, and harder to ignore.
Picture content battles, exclusive merch drops, and the occasional crossover collab where the two brands “clash.” DeadRats stays the brat-zine zone, RodentControl plays the villain — and both grow stronger because of it.
That’s not just expansion. That’s brand mythology.
Not today, not tomorrow. But the trap is set.
🚀 Why This Matters (to You)
This is a case study in claiming your digital turf before you blow up.
You don’t wait until the world is watching. You set the stage quietly, early, with the boring steps no one brags about: usernames, domains, handles, strategy. Then, when the spotlight hits, you’re already sitting on the throne (or, in this case, the sewer grate).
DeadRatsNYC isn’t just about rats. It’s about owning the alleyway before someone else pisses on it.
Your brand deserves the same.
— Built with Bolts, by Blue.
💡 Want This for Your Brand?
We get it. Not everyone wants to spend their nights DM’ing inactive accounts, setting up URLs, and building bratty rollout calendars. That’s why we built
🤖 AI Concierge
your digital rat king in a box.
We’ll handle the grunt work while you focus on the art. Consider it rodent control for your to-do list.
