• by Les Luchter , August 21, 2023

On July 18, New York City’s Metropolitan Transportation Authority (MTA) announced that the base fare for subway and bus rides would increase 15 cents, to $2.90, on Aug. 20.

And year-old prepaid mobile provider Total by Verizon then began planning an activation to greet commuters on the first weekday morning of the new fares.

The brand’s efforts, helped by agencies like Golin and FCB, came to fruition Mondayas the prepaid provider gave away 15,000 prepaid MetroCards at nine locations.

The vast majority of those commuters received $5.80 cards, good for two trips, but 100 got cards good for one month of unlimited rides. The latter cards now sell for $132, but a Verizon Value spokesperson wouldn’t reveal to Marketing Daily how much the brand paid for them pre-price increase: “We can’t speak to specific costs, but hope the savings were worthwhile for the lucky recipients.”

The value of a portrait by subway artist Devon Rodriguez is also unknown, but Total by Verizon also chose a few people near Bryant Park to get one of them drawn.

How few? “Devon’s portraits are very detailed and take some time to draw,” the spokesperson said. “He completed five during our time today.”

While brands have used customized MetroCards for ad messages over the years, Total by Verizon took a different approach: distributing regular MetroCards inside branded envelopes.

The envelopes and other signage at the distribution points carried the tagline, “Wireless That Goes All In For You.”

“‘All In' is the current campaign for Total by Verizon and will be featured across our marketing efforts,” revealed the spokesperson.