Super Bowl wrap train

Target Audience: Local riders, Super Bowl visitors.

Strategy Objective:To creatively grab the attention of riders and Twin Cities visitors, reiterate the campaign tagline of "We've got your playbook for Super Bowl" and point viewers to the Metro Transit app to buy tickets. By wrapping both the exterior and the interior of the train, Metro Transit could draw customers into the experience, surrounding them with football imagery and messaging about Metro Transit's Super Bowl offerings. The floor emulated the green grass of the gridiron ' which stood out in the middle of a Minnesota winter ' and the ceiling showed the sky of the Bold North. Doors featured football players with helmets clashing.

Situation Challenge: With one million people expected to visit downtown Minneapolis during the 10-day celebration leading up to Super Bowl LII, Metro Transit could reach a great number of eyes with its message about its Super Bowl service. We grabbed the chance to wrap a light-rail train ' a rolling billboard ' in our campaign illustration. Also, for the first time in this market, we wrapped the interior of the train. The wrap directed viewers to download the Metro Transit app and pointed them to a special website for Super Bowl-specific information.

Results Impact: The train wrap was a big hit in the local market, with media coverage by four local television stations. LINK: http://www.startribune.com/super-bowl-themed-light-rail-cars-begin-rolling-this-weekend/468953983/

Why Submit: The Super Bowl wrap train was an innovative way to allow regular customers to be part of the Super Bowl experience. It educated broad audiences ' transit users, pedestrians, automobile drivers, those in town for the big game ' about Metro Transit options for service during the Super Bowl in a fun, immersive way.