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?




State Fair State Of Mind


The Wisconsin State Fair new food list is always a ton of fun. It reads like a science fiction novel about food. I’ve yet to make the rounds at this year’s Fair, but some of my favorites from years past have been the Krispy Kreme Cheeseburger topped with Chocolate Covered Bacon, the Deep-Fried Stuffing Balls with Gravy, and the Deep-Fried Peanut Butter & Jelly on a stick – maybe the greatest food item of all time.

What’s interesting to me, though, is that the more deep-fried and bacon-wrapped the new items get, the more my eyes and taste buds start seeking out the simpler items. While an order of Deep Fried Maple Bacon Cookie Dough and a Mac & Cheese Bacon Burger Quesadilla both sound amazing, I’ll probably start with a corn-on-the-cob. I’m not alone on this one.

The same principle applies to marketing in general. If you don’t feel right promoting your business as the deep-fried, full-throttle, YOLO sort of company, that’s perfectly okay. There are plenty of prospective clients out there who actually prefer a nice corn-on-the-cob (or whatever simple item or service it is that you sell).

You don’t have to shock people into trying your goods and services. In fact, going the simple honesty route can help to establish your company as one that clients can rely on for the long-term. One can’t live on bacon-wrapped and chocolate-covered forever.

The key is to present your honest message in an honest way, but in a way that gets attention. What you’re selling may not have the attention-getting flash of some of your competitors, but there’s reliability and staying power in what you offer, and your prospective customers will see that. Be yourself, get some new business, and then go celebrate with a Peanut Butter Bacon Bison Burger!