Greyhound Campus Insider

February 3, 2016

Situation

As a 100+ year old brand, Greyhound has stood as the leader of bus travel for a century. However, it is also a brand that has started to suffer from low consideration amongst Millennials, and as with many travel brands, it has seen its share of negative travel comments by those seeking to vent online.

Solution

We sought to re-energize the Greyhound brand and improve social media conversations by activating College Students through and alignment with one of their strongest passions: college football. We developed a partnership with CampusInsiders.com and 120 Sports to develop a customized program specifically for Greyhound, through a web-series called “Greyhound Tailgate Traditions.” The series showed college students the road traveled by the most hardcore fans to support their favorite college teams. To make this a 360 program, Greyhound not only pushed the videos across relevant web and social video outlets, but took it one step further by also having on-site experiential activations where Greyhound Brand Ambassadors engaged with college football fans at their tailgates. The activation included an on-site presence with the newest Greyhound bus where we invited students to tour the bus in person, to showcase new amenities including WiFi, leather seats, and charging outlets for each passenger. Additionally, a custom mobile campaign was put in place to amplify the program by geo-targeting fans from the visiting teams’ cities, encouraging them to travel via Greyhound to the game.

Results

  • 3+MM custom content impressions across the web
  • 10MM earned social media impressions
  • 51% consideration lift
  • Greyhound experienced an increase in social conversation positive sentiment