The Washington, D.C.-area Metro wants riders informed about their
transportation history.
The 25 "Metro Rewind" mobile campaign from White64 is running in paid and
organic social and digital OOH in the transit system. Riders can also share on social media. More than 1.7 million people can access a personalized Metro Rewind experience.
This is the second
“Rewind” campaign from White64.
Running through Dec. 28, the creative is also tracking engagement on the Metro site. Riders are assigned a special number for each of their
trips. They can enter up to five different numbers to see a slide-based experience, based on individual Metro use.
Each rider is given one of 21 different “archetype”
characters, depending on destinations. “The Headliner” shows a figure playing an electric guitar, signalling someone who uses the metro for live performances. “The Muse”
signals a museum-goer.
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“Rewind” merchandise, T-shirts and tote bags, are also available on the site.
“This year,
there’s a lot more layering of elements featuring not just national landmarks but neighborhood areas of interest that locals know and identify with. It’s that connection to the
community helps give Rewind its authenticity,” said Mick Sutter, Chief Creative Officer at White64.