AC Transit Bus Bracket Challenge

Target Audience: AC Transit riders and community members

Strategy Objective:We decided to use Facebook, Instagram, and Twitter to poll followers about their favorite AC Transit buses over the years. We utilized in-app poll/voting tools to encourage voting in an elimination-style challenge. Overall, the goal was to engage riders in a fun, timely way.

Situation Challenge: College basketball's premier event, the NCAA Tournament, occurs throughout the month of March and many brands use it as a time to put their own spin on the event. We created our own bracket to encourage engagement with our social media platforms.

Results Impact: Staff selected 16 buses from our previous and current fleet, and let our followers vote for their favorites. In the first round of voting, AC Transit received an unprecedented 2,000+ votes between Facebook, Twitter, and Instagram. The campaign garnered an engagement rate 270 percent higher on Twitter, and 50 percent higher on Instagram than all other curated posts.

Why Submit: Our Bus Bracket Challenge engaged our riders and community members like few things we had done in the past. It also allowed us to relive some of our history and bring that history to our riders, young and old. The campaign was incredibly successful, with an engagement 270 percent higher on Twitter than other content.