Color Pop Bus Stop

Target Audience: - Metro Transit's 47,000+ Facebook followers, nearly 30,000 Twitter followers and 5,500 Instagram followers ' including members of the news media - Transit customers who use the Uptown Transit Station ' one of Metro Transit's busiest bus stops ' and its five high-ridership bus routes each day - Automobile drivers and pedestrians who traverse the well-traveled corridor daily

Strategy Objective:The installation will last through February 2019. Transit customers and station visitors are encouraged to take photos or videos of the mural and post them on social media using the hashtag #ColorPopBusStop for a chance to win prizes from Metro Transit and the artist, increasing engagement on Metro Transit's social channels and awareness of transit to a broader audience. The hope for the installation is that it will bring a little bit of joy into the lives of those who experience it, especially as the Twin Cities head into the grey, cold days of winter. Maybe it will spark a conversation between customers waiting for their bus who wouldn't have looked up from their phones otherwise. Maybe it will inspire someone to take the bus for the first time and experience their city in a new way.

Situation Challenge: This is the third in a series of annual Metro Transit temporary public art installations that have each had very colorful themes. It mirrored the motivation behind previous installations (2017's "We Are Metro Transit" or the "Yarn Bus" project from 2016.) The idea behind each of these projects has been rooted in bringing happiness to our customers through colorful, fun, engaging and (of course) Instagram-worthy art brought to transit customers and social media followers by local artists. https://www.metrotransit.org/color-pop-bus-stop-a-happiness-project-

Results Impact: By commissioning an artist who is also a social media influencer with nearly 50,000 Instagram followers, transit brand awareness grew via the influencer's channels to an audience of many people who are likely not current transit riders. "This makes me want to take the bus again!" stated an Instagram user. "Happiness is the one word I would use to describe this," said one customer. "So lovely to see all those bright colors poppin' on a grey MN day!" said another Instagram user. During the six weeks around the installation, Metro Transit gained nearly 150 new Instagram followers and saw a 13% increase in post engagement over the previous period. On Facebook, it gained 85 new fans and on Twitter, it garnered 150 new followers. Four local news outlets covered the installation.

Why Submit: "Innovative" describes this project perfectly. What happened that day and continues to happen is that people appreciate this kind of innovation and those that aren't regular riders become curious about transit, some in very subtle subconscious ways, like the neighborhood family that came by to watch the artist in action. Other positive reactions are more obvious ("This makes me want to take the bus again!"). Not only does this type of partnership increase Metro Transit's brand awareness, but it also makes transit more inviting. It's a small yet impactful way to chip away at the public/government divide, even if just for a few months in one small space.