Texas DOT Offers Alternatives to Drunk Driving with Mobile Cause Campaign

GOAL

Work with the Texas Department of Transportation’s agency, Sherry Matthews Advocacy Marketing, to reduce Drunk Driving in Texas, particularly on key summer weekends.

SUMMARY

Hyper-Targeted

The campaign used different targeting methods to reach men in Texas at times when they would be most likely to drive drunk. Millennial Media delivered ads to consumers at scale through three distinct targeting methods: Demographic - 18-35 year old males, Local Market - Texas DMAs, and Daypart - 12n-3am on weekends; all day/night over Labor Day Weekend.

Cross-Platform Reach

Texas DOT leveraged Millennial Media's cross-platform capabilities to reach BlackBerry, iPhone, Palm, Windows & Android users to ensure maximum impact within the targeted group.

Instant Engagement

The Straight-forward "Drinking? Find a Sober Ride Here" message on banners delivered an immediate call-to-action. Once users clicked on the banner they were taken to a dynamic landing page that allowed users to map their current location with multiple ways to find a safe way home via local cab and pedicab lists with click-to-call functionality, public transportation links, Google Maps walking routes from current location and "Phone a Friend" or "Send a Tweet" links.