Root Insurance

New Year's Eve Rideshare Program

Root Insurance

New Year's Eve Rideshare Program

Root Insurance

New Year's Eve Rideshare Program

Root Insurance

New Year's Eve Rideshare Program

About the Project

Challenge

We were tasked with developing a program in order to reward people on NYE 2018 and make the roads a bit safer on one of the biggest partying nights of the year.

Approach

We organized a fleet of XL vehicles that were split between two downtown nightlife hotspots. In order to maximize the reach leading up to the campaign, we lead PR efforts with local news outlets to promote the event.

Solution

Each pick up point was staffed with two ambassadors who helped facilitate the experience to riders including answering rider questions, distributing giveaways like gloves, branded chapstick and free pizza (yum!). Riders were kept warm by heaters and tents as they waited.

We secured 6 live spots and digital write-ups with multiple news outlets to promote the event. Then on the night of, we were able to capture the memorable moments of the activation with our high quality content team.

Services

Public Relations

Fleet Acquisition

Event Staffing

Securing Locations

Video Production

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Community Impact

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