Mountain Metropolitan Transit Social Media Post to Reach Beyond Our Regular Followers

Target Audience: Target audience - Our riders, citizens who don't ride but might, and citizens who never even think about public transit.

Strategy Objective:Our objective was to produce and post/tweet a video so captivating that we could extend our reach beyond the regular audience we have on Facebook and twitter. We were a few days from Halloween which gave us a platform to work from, but as usual, not much budget. We decided to spoof the hottest movie in the nation "Halloween". The movie trailer served us well as it stated that the creepy guy, Michael, escaped due to a bus transfer gone wrong. Perfect.

Situation Challenge: The challenge was to produce a video with almost no budget that would be good enough to garner lots of interest on our social media channels.

Results Impact: The video was very successful. On Facebook: 5014 People Reached; 1,448 Engagements: 4,280 Views. People really liked and shared the video, we got lots of great comments. We gained 65 new followers since the video was posted 8 days ago. We spent $47 on the mask so our new followers only cost us $0.72 each. Twitter is more difficult to analyze but we did get 2,435 impressions and 43 engagements. These numbers are big for our small agency and outpaced any video we have ever posted.

Why Submit: This entry was submitted because it is unique; and in a fun, inexpensive way, the video connected us with our community and created more awareness about our public transit service.