Pumpkin Pursuit

Target Audience: Current LYNX riders.

Strategy Objective:The strategy behind the promotion was to send riders on a Halloween hunt around the service area for LYNX branded pumpkins and exchange them for bus passes. 50 pumpkins we scattered throughout the 4,300 LYNX bus stops. Each pumpkin returned earned riders an All-Day bus pass. All winners were then entered into a raffle to win one of two 30-Day bus passes valued at $50 each.

Situation Challenge: The Pumpkin Pursuit was developed as a fun and engaging social media promotion.

Results Impact: The promotion gained positive feedback from customers. Daily total impressions on Facebook reached more than 30,000 while daily total reach was more than 18,000. The numbers reflect double the impressions and triple the reach compared to a non-contest week. On Twitter we had 15,000 impressions which is a 25 percent increase.

Why Submit: The Pumpkin Pursuit was a fun promotion that utilized several social media platforms to engage customers. Riders were excited about the pursuit and the opportunity to win free bus passes.