To keep a thriving city like Boston running, thousands of Bostonians work the ‘third-shift’. Some say these are the ‘forgotten workers’ because by the time they clock out to head home, most services are shut down. But the Massachusetts Bay Transport Authority (MBTA) did not forget these late-night warriors that keep the city going. Instead, the MBTA sought to better serve this important sector. The MBTA expanded bus service between 10:00pm and 3:00am, providing more frequent service and a safer commuting option to these hardworking Bostonians. To support this initiative, they needed to get the word out and boost ridership. The MBTA, Alipes and Thinknear partnered on a laser focused campaign that leveraged in-app geo-location strategies to reduce waste by engaging the target audience, build awareness of this important service and ultimately boost late-night ridership.
The third-shift workers of Boston had been the ‘forgotten working warriors’ of the city. These Bostonians keep the city thriving – manning critical EMT, hospital, security, restaurant and hospitality posts. When they finally clock out to head home, most public services have closed. The Massachusetts Bay Transportation Authority (MBTA) refused to forget these hardworking Bostonians, and instead expanded late-night bus service from 10:00pm – 3:00am. The MBTA needed to get the word out, build awareness of these new routes and boost ridership to keep these services going.
GEO-LOCATION STRATEGIES AT WORK
To increase awareness and ridership, the MBTA and Alipes partnered with Thinknear to granularly target and engage the right audiences at exactly the right moment. Thinknear’s strategic campaign drove awareness with late-night workers in real-time via a GeoFence around each extended bus route and allowed late-night workers to plan their trip home and view bus schedules straight from their mobile devices with one tap.
To further target and engage late-night warriors, Thinknear reached employees of nearby hospitals, clinics, police stations, fire stations, hotels, airports, transport hubs and all-night retail and QSR locations with a GeoCookie to re-target recent and frequent visitors to each specified location. These strategies paid off, driving high interaction and campaign conversions from 7-11pm, highlighting the efficacy of this dual-pronged geo-location strategy.
GEO-LOCATION DELIVERS RIDERS… AND RESULTS
Thinknear’s campaign for MBTA and Alipes outperformed every KPI. The campaign achieved an average CTR of 0.50% and a PCCR of 6.96% – nearly 6X the target KPI. Rich media delivered high engagement for ‘Find Nearest Stop’ and ‘Locator Map View’ actions, highlighting the fact that the right target audience was engaged at the right moment. The targeted routes experienced a peak in ridership, gaining nearly 2,000 new riders each week during the campaign*.
*Note: Total for all paid & earned media.