DART
We helped DART find its groove in local culture.
CHALLENGE
Thousands of North Texans rely on Dallas Area Rapid Transit (DART) every day, but the brand lacks an emotional connection to the culture of the city.
SOLUTION
We turned our buses and trains into canvases for a Dallas cultural icon. We collaborated with Erykah Badu to create Movin’ and Groovin’, a campaign that included a custom bus and train wrap design, sweepstakes for VIP passes to her iconic birthday bash and digital content built
around Badu’s favorite DARTable destinations.
RESULTS
We bet on culture, and it worked. The campaign saw over
8 million total paid media impressions, 400 million earned media impressions and $4.9 million in earned media value.