CityBus Campaign to Launch New MyCityBus App

Target Audience: The 100,000 residents of Greater Lafayette.

Strategy Objective:Our strategy was to reach as many riders as possible. We used different promotional material such as neon color changing cups, custom magnets, buttons for the drivers to wear and rack cards. We included a QR code on the promotional material to make it easier for our riders to find and download the app. The objective of the campaign was to get a smooth transition to the MyCityBus app. If riders still had the old app it would not help them since it we were pulling the plug on it.

Situation Challenge: The challenge for this campaign was to do something effective, but not overwhelming for riders to understand. We chose to simply most of our printed material for this campaign so it would be easy to understand and easy to use. We chose to incorporate printed promotional material such as magnets, buttons, cups and rack cards. We needed to reach as many riders as possible since most of them relied on our app DoubleMap, and it was being discontinued when we launched the MyCiyBus App.

Results Impact: The results for August which was the first full month of launching the MyCityBus app, it reached over 168,000 unique sessions compared to August 2017 with the previous app at 39,911 unique sessions.

Why Submit: Trying to market a new more responsive app was difficult because we had to push all of our current users to download something new. We used every media possible to do this such as promotional hand outs to our own bus ads. It has been extremely successful in our eyes and our riders seem to like the new features and find the app a lot easier to use.