Our Solution:
We knew that to reach the younger audience effectively, we needed to go where they were. That's when we decided to harness the power of Snapchat. We designed an eye-catching geofilter and launched a targeted print & digital campaign that encouraged users to create and save SnapChats using the filter overlay stating, “Only On CATA”. The idea revolved around taking a picture of something that a Michigan State University student might only see on the bus (i.e. someone singing loudly with headphones in, someone dressed up in a costume, etc.).
Once captured, the rider was then instructed to share the post to Facebook, Instagram, or Twitter using #OnlyOnCATA for a chance to win a semester bus pass. For those uncomfortable with picture-taking, riders were allowed to submit a form on the CATA website allowing them to enter the drawing without using the “Only On CATA” filter.
