Lime Uses Soofa Signs to Encourage MARTA Usage During Super Bowl LIII
Goal: Lime sought a way to reach visitors in Atlanta during the Super Bowl in real time, encouraging people to not only ride safely, but also use Lime scooters for reliable, environmentally friendly, and convenient last-mile transportation.
Strategy: Leverage Soofa’s dense network of Soofa Signs, strategically located across Atlanta adjacent to major MARTA stops including Five Points Station, Peachtree Center, GWCC/Philips Arena/CNN Center Station (in front of the Mercedes Benz Stadium), and landmarks like Centennial Olympic Park, Ponce City Market, and Woodruff Park, as well as Atlanta’s BeltLine trails.
Results: Create dynamic, contextual creative content for the Soofa Sign network based on the exact location, time, and goal. Lime reached Super Bowl audiences in a relevant way, helping guide visitors and locals alike to the nearest MARTA station thereby reducing their total travel time and avoiding traffic.
As The City of Atlanta prepared for an influx of hundreds of thousands of visitors for Super Bowl 53, major brands like Lime were hard at work. With Super Bowl crowds larger than ever, the City of Atlanta encouraged visitors to use Atlanta’s public transit system, MARTA, rather than driving. Throughout the 3 months prior to Super Bowl LIII, Lime was promoting its “Respect The Ride,” campaign, a multi-channel, hyperlocal advertising campaign, across Atlanta, reminding riders to wear helmets, abide by local laws, park responsibly, and stay aware of their surroundings while riding. ‘
To build on the initial success of Lime’s Respect The Ride campaign and continue to deepen Lime’s relationship with the City of Atlanta and MARTA, Lime sought to use interactive and neighborhood-specific tactics to engage locals and visitors.
Lime desired to promote its organizational goals as well as The City of Atlanta and MARTA’s goals throughout the latter half of January and into early February during the Super Bowl activations and on the day of the Big Game itself. The campaign goal was to continue promoting scooter riding best-practices while also encouraging last-mile scooting, taking Lime scooters to the nearest MARTA station. The campaign also directed riders to Atlanta attractions, like the BeltLine, a former railway corridor around the core of the city, now used as a beautiful multi-use trail.
The BeltLine is “one of the largest, most wide-ranging urban redevelopment programs in the United States, and is building a more socially and economically resilient Atlanta with partner organizations and host communities through job creation, inclusive transportation systems, affordable housing, and public spaces for all.” This partnership is vital to Lime’s mission to enable smart micro mobility for all.
The Lime team collaborated with Soofa to map out each Soofa Sign neighborhood in Atlanta, as well as which MARTA stations or BeltLine entrances were most appropriate to direct riders to in each neighborhood.
Soofa’s creative team developed a clear design template based on Lime’s brand that was carried into each location. Once designs were finalized, creative was pushed out to each neighborhood Soofa Sign in a matter of minutes.
“Lime very effectively employed Soofa Signs in the months prior to Super Bowl 53, and throughout Super Bowl 53, to communicate with locals & tourists alike in the neighborhoods we knew residents and visitors could use extra direction toward public transit options. The ability to modify our messaging in real time as well as the ability to localize our message for each individual neighborhood with Soofa Signs was extremely valuable to us”
The campaign resulted in a citizen-centric campaign spanning across nine Atlanta neighborhoods.
It was a win for MARTA, The City, and Lime - truly proving that citizen-conscious companies are eager to change outdoor advertising to become more relevant, contextual, and useful.
“Lime’s approach to their digital out-of-home campaign on Soofa Signs sets the precedent for how brands can reach a city-wide audience in a manner that is actually unique to every different neighborhood.”
