Article

Under Armour runs First Day Free Rides campaign with transit authority

For students returning to school, it is absolutely crucial that they attend the first day to get the year started on the right foot. Clothing retailer franchise Under Armour firmly believes in this principle, which is why it recently ran a DOOH campaign for the Chicago Transit Authority's First Day Free Rides program.

Photo: provided by Intersection

September 19, 2019 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator

For students returning to school, it is absolutely crucial that they attend the first day to get the year started on the right foot. The clothing retailer franchise Under Armour firmly believes in this principle, which is why it recently ran a DOOH campaign for the Chicago Transit Authority's First Day Free Rides program.

This program allows students to ride city buses and trains for free on the first day of school on Sept. 3, according to a report by ABC 7 Chicago.

"The 'First Day, Free Rides' program helps ensure students attend the first day of school and start the year on the right foot, which is critically important to their success throughout the year," Mayor Lori Lightfoot said in the report.

The FDFR program was launched in 2010 with support from both local government agencies and businesses to help ensure students go to school.

To support the initiative, Under Armour worked with Intersection, an outdoor advertiser, to deliver DOOH messages to more than 350 displays across the CTA network.

"The back-to-school tradition provided 130,000 rides to students last year. Its goal is to increase attendance and make transportation easier for families," an Under Armour spokesperson said in an email. "Since the program started its allowed for more than 1 million free rides."

The company first began pushing this campaign in August and recently finished up on Sept. 3. For Intersection, this campaign is a good example of how DOOH can engage with transit customers on a deeper level, especially in the Chicago market.

"As demand increases for improved customer experiences in transit, and as brands compete to stay relevant, transit sponsorships provide the perfect opportunity to fill the gap and marry the two," an Intersection spokesperson said in an email. "Whether it's naming a station that serves their headquarters or sponsorship of interactive information kiosks, Wi-Fi, electric buses, or other amenities, advertisers can invest in brand experiences that support their business objectives while giving back to their local transit agencies and customers. CTA/UA is a great example of a brand sponsoring a local effort to reach and engage their customers."

These types of campaigns can serve multiple purposes for city transit agencies. They can raise awareness on city services, such as the free ride program, while also delivering advertisements, which boost revenue for transit agencies.

"On the transit side, these sponsorships/partnerships also increase revenue for the transit agencies and are a pathway for local and regional brands to connect with their customers in a more meaningful, relevant way," an Intersection spokesperson said.

About Bradley Cooper

Bradley Cooper is the editor of ATM Marketplace and Food Truck Operator. He was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.

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