Sound Transit - Winter Weather Alert Social Media Video

Target Audience: Riders/commuters who depend on our system to get where they need to go.

Strategy Objective:The key strategy was to use a fun, engaging video to get attention and communicate the message "Winter weather can strike at any time. Be prepared." The objective was to get riders to subscribe to our Winter Weather Alert.

Situation Challenge: Being located in the Pacific Northwest, our weather can change from day-to-day and sometimes, hour-to-hour depending upon the weather. The best way to keep our riders up-to-day, we needed to encourage them to sign up rider alerts so that they can get up-to-date, real-time information about their commute sent directly to their phones in the form or a text message.

Results Impact: Along with grabbing people's attention via social media, (A hard thing to do) the video also delivered our message in a fun, creative and memorable way.

Why Submit: This entry should win an AdWheel for the following reasons: - It resulted in an increase in rider alert subscriptions. - It engaged people on social media in a fun, inviting way with an innovative execution that was hard to ignore. - The animation and message were simple and focused. We assumed that the visual animation would have to carry all the weight since most people watch social videos with their sound turned off. - It reassured rider that Sound Transit cares about their safety.