Vikings Express Service promotion

Target Audience: The target audience for this campaign is Viking fans in the south metro of the Twin Cities, looking for a ride to the game. While the traffic and parking may be enough to keep some fans home, this new service offered by MVTA may be just the 'ticket' they need to get them to the game!

Strategy Objective:The objective of this video was simple. Pump these fans up and get them to that game! And, of course, generate revenue for MVTA. After just one week of service, it was apparent that fans were enthused and excited when boarding this bus. The team spirit was in the air (and in the seats)! This video was created to share with fans via social media for the purpose of not only spreading awareness of the service, but to showcase the energy and camaraderie that can only be experienced by riding the bus with an excited group of fans.

Situation Challenge: As thousands of fans descend upon the new U.S. Bank Stadium in Minneapolis, MN to watch their Vikings play, streets get crowded. People get flustered. Parking gets expensive. Tailgating happens and many are left needing a safe ride home. MVTA started a new service this fall, one that provides the solution these football-induced problems posed. Starting with the first home game of the year, we began offering service on Sundays taking fans to and from the game. Because this is a new service, there was a strong need to get the word out to prospective riders, helping them find a new way to 'Skol' to the game.

Results Impact: Given this was a new program, any riders using this service contribute to an incremental increase in ridership. Not only does this expand the MVTA services from which one can benefit, but attracting new riders by way of special events also allows for those unfamiliar with the brand to be introduced to riding the bus. This service alone has transported nearly a thousand Vikings fans midway through the season. With the video being posted to the MVTA Facebook in early October, it received 12,982 impressions, generating 194 clicks and 3,234 video views by mid-November. There were 173 engagements with this video post, contributing to social chatter and brand interaction with riders while further setting the stage for future success of this service!

Why Submit: This was a creative, low-cost, and fast turn-around project that enhanced marketing efforts to get the word out about a new service that was sought after and welcomed by Vikings fans in the south metro area. Bus riding is not only a functional transportation decision, it can be a great experience and way to meet people. This very low-cost video truly represents the communal energy and enthusiasm shared by riders, and MVTA is proud to be a part of it. The video was taken right before a journey to the game. Authenticity was key. These were real riders with real excitement. Being able to share an experience such as this helped MVTA earn the trust and loyalty of new riders, and also brought communities together by turning seatmates into friends.