The Iowa State Fair, an iconic event on a national scale, draws impressive interest while annually averaging more than one million attendees through its gates since 2002. Each year, Des Moines Area Regional Transit Authority (DART) provides shuttles to and from the grounds. In 2015, they looked to Happy Medium to help expand the knowledge of this service through media buying and social media.
Digital Drives Numbers
DART shared their goal of between 225,000 to 235,000 riders for the 2015 event, and Happy Medium proposed an entirely digital approach through media buying and social media. The team was able to create fair-specific messaging and target an audience that showed online interest in the event—a focused approach that had not been previously attempted.
After promoting the shuttle with creative posts leading up to the Fair, Happy Medium’s social media team acted as an extension of the customer experience, providing real-time responses to questions, comments and logistical inquiries. Any operational issues were able to be relayed from the fans to the client promptly for a resolution to be shared on both ends. Because of this responsive dialogue with riders, DART’s shuttle service ran smoothly both on the roads and online.
The proof of effectiveness is in the results, as DART surpassed its goal by attracting nearly 242,000 riders, a 9% increase from the previous year.
Happy Medium served as the project manager, media buyer, and social media strategist for this project.