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Case Study:
ab+c Creative Intelligence
ab+c Creative Intelligence uses mobile keywords to help the Delaware Office of Highway Safety get drunk drivers home safe.
The Delaware Office of Highway Safety (OHS) hired a marketing agency called ab+c Creative Intelligence, to help them drive down the number of intoxicated drivers getting behind the wheel. Using Trum·pia’s software, they created a mobile campaign that encouraged intoxicated citizens to find a cab ride home instead of driving.
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The Challenge
The Delaware Office of Highway Safety was looking for a potentially viral way to prevent drunk driving in their state, but needed a strategy to promote a way for impaired drivers to get the information they needed.
"We chose Trum·pia because you can text on demand to a group. What it boils down to is, everyone texts. Not everyone has a smartphone with a barcode scanner. And once you tell people to text your short code, they can text the same keyword every week. It's an easy way for them to spread it to their friends. We see a lot of people forwarding it. So far we've had over 2,000 people sign up for the texts, and that number grows each week. We also have their name and number, so if we wanted to do another campaign with them, we could"
Scott Bille, Interactive Director of ab+c
Our Solution
The marketing agency decided to simultaneously run two keyword campaigns for the Delaware Office of Highway Safety (OHS). Fill out the form to view the full case study!
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