Lime Promotes Safe Riding and Events in Brookline Using Soofa Signs

In April 2019, the town of Brookline MA launched a bold electric scooter pilot program to test whether shared scooters contribute to the Town’s mobility, equity, safety, and climate action goals. They launched with three scooter providers: Lime, Bird, and Spin, to deploy scooters in the Town through November 2019.

The Lime team is dedicated to providing affordable, reliable, safe and equitable transportation for residents of and visitors to Brookline. As the end date to the Town’s scooter pilot approached, the local team wanted one last opportunity to engage the community, especially those who hadn’t ridden a scooter during the pilot. They needed a way to reach all Brookline residents and visitors in the real-world with dynamic, attention grabbing messaging. 

With Soofa, Lime Reaches Brookline Riders and Those Outside of Their App Ecosystem 

Lime sought out Soofa as the only digital outdoor platform that could reach the audience most important for them. Soofa Signs provided Lime a unique opportunity to further develop their relationship with existing riders and also reach people outside of their digital ecosystem. They knew that by placing their content outdoors in places with great walkability and super high scooter ridership like Coolidge Corner, both active riders and community stakeholders who weren’t in their app ecosystem or following on social media would see their important messaging. 

“Lime is building a culture of safe and responsible scooting across Brookline. By partnering with Soofa, we are able to share important reminders with people just before they are about to scoot, and invite people to our community events.”

Scott Mullen, Director of Expansion, Lime

Dynamic Messaging on the Neighborhood News Feed Makes it Possible for the Lime Local Team to Share Multiple Messages Outdoors

In addition to running thank you messages to the Brookline community for their participation in the pilot, Lime wanted to reinforce its safe scooting messaging, using the Soofa Signs to educate the community around safe riding best practices like always wearing a helmet, riding on the street in bike lanes, and parking scooters neatly on the sidewalks of Brookline’s most trafficked neighborhoods. For those new to scooting, as well as those who may need a reminder, Lime wanted to spread the word about smart scooting and their signature First Ride events in Brookline, educational safety training sessions.

By Working Together Lime and Soofa Build Trust with the Public and Town Officials

Lime’s Brookline report, which summarizes the results of pilot for the community, features the Lime x Soofa collaboration front and center. With Soofa Signs, Lime’s content will receive over 200,000 views over the course of 45 days, reaching an audience of residents, visitors, local business owners, and Town officials–everyone with a shared stake in the success of the current pilot and future scooter expansion next year.