The Web Marketing Association is proud to present this 2017 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Transportation Social Media Campaign
The 495 and 95 Express Lanes worked with regional transportation leaders and Washington Redskins starting quarterback Kirk Cousins to launch Phones Down. Touchdown., a safe driving campaign designed to combat the regional safety issue of driving distracted. The campaign objective was to reach regional drivers – especially younger motorists – about the risks of driving distracted due to cell phone use. The two-month campaign – December 2016 through January 2017 – delivered an anti-distracted driving message from Kirk Cousins to more than 1 million area young drivers, millennials and parents via online advertising, social media promotion and local bloggers who partnered with the Express Lanes on the campaign. The campaign featured four short videos featuring Kirk Cousins.
The team promoted the campaign via Facebook, Twitter, YouTube, and email blasts. Drivers were encouraged to share a Phones Down. Touchdown. graphic on social media using the hashtag #PhonesDownTouchdown. Those who shared the graphic and hashtag where entered to win a free month of travel on the Express Lanes. Last, driver could pledge to stop driving distracted on the Phones Down. Touchdown. website. To date, the campaign has more than 5.4 million impressions. Social metrics include more than 240 tweets, more than 100 retweets, and more than 600,000 engagements on Facebook. More than 460 people took the Phones Down. Touchdown. pledge to stop distracted driving
Contributors:
O'KEEFFE & COMPANY
Location: USA