Frosty Gets Busted
Communications Objective: Increase traffic to the NoDUIColorado.org website during the December/holiday enforcement period and spread awareness of consequences of a DUI.
Strategy: Blend in-community guerilla tactics with social media to spark curiosity and drive website traffic. Or translated: strap five-foot tall signs of snowmen posing for mugshots to street lamps in several Colorado cities, and augment with a lean, targeted Facebook ad campaign featuring photos of the snowy scofflaws.
Results: The NoDUIColorado.org website received more than seven-thousand visits during the enforcement period, the highest single-month total since the site launched. The ads also generated 157,000 social media impressions, and were clicked more than three-thousand times.