A Once in a Lifetime Date- #61616

Earlier this year, one of our clients, METRO, decided to “reinvent” itself. While real-time update and trip planner apps and the introduction of new, more fuel efficient vehicles and mobile ticketing were garnering some interest from riders, the bus system was falling behind its goal of appealing to Millennials and other potential riders. So, when we found out National Dump the Pump Day falls on a once in a lifetime date this year, 6.16.16, it seemed like a no-brainer to kick of summer 2016 with a ridership event that will serve as a METRO brand relaunch. The event is largely social media driven, so we branded it #61616.

On #61616, four popular Cincinnati musical acts will play at four select METRO bus stops; two in the morning and two in the afternoon. Local radio stations will be at the four stops to excite people about the ridership event and promote riding METRO. In addition, there will be complimentary drinks and snacks at each stop for people to enjoy.

 Prior to the event, Cincinnati residents are being asked to take the pledge to ride METRO on #61616. Pledges can be made on the campaign’s microsite: www.METRO61616.com. By taking the pledge, people will receive a free METRO Day Pass and are automatically entered to win great raffle prizes, including concert tickets (Jimmy Buffett, anyone?) and restaurant gift cards.

Aside from branding the event and designing and maintaining the campaign microsite, we are incorporating both new and traditional media. Promotional tactics include print ads, radio commercials, online banner ads, promotional items (t-shirts and stickers!), and, of course, social media to attract Millennials.

While big events may be overwhelming for some, they are a great way to bring attention to a brand and introduce a new product, service, or feature. So, whether you’re planning a product launch or wanting to reintroduce your brand in a seemingly stagnant market, don’t be afraid to make the most of it! After all, it’s always best to “go big or go home,” right?

 

 

 

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s