White64 Shows DC How to ‘Rewind’ on the Metro System
A new campaign dubbed “25 Metro Rewind” just debuted for the Washington Metropolitan Area Transit Authority, the government agency that runs the Metro subway and train system in and around the Nation’s Capital. The campaign, created by the indie agency White64, urges Metro riders to have a look back on their trips throughout the year, highlighting where they’ve been, what they’ve seen, and other items of interest along the way.
The mobile-first effort will be available to more than 1.7 million people who’ll have access to a personalized experience on Metro Rewind this year. (Check out this overview campaign video here.) Media includes paid and organic social, and digital OOH within the transit system. In addition, “Rewind” merch, in the form of T-shirts and totes, will be available on the Rewind website, and riders can share their summaries on social media.
The campaign runs through December 28 and includes special events, such as the “top 1% of riders” reception run in January, when Metro will welcome a randomly selected group of the 1% ranking where they’ll join Metro CEO & GM Randy Clark and others.
White64 and Metro are tracking engagement on the Metro site with riders assigned a unique number for each of their trips. They can enter up to five different numbers to serve up a slide-based experience of up to 10 slides, based on individual riders’ Metro use. Based on their most frequent destinations throughout the year, each rider will be assigned one of 21 different “archetype” characters. For example, “The Headliner” depicts a figure playing an electric guitar and is likely someone who used the Metro to attend numerous live performances in D.C.’s entertainment venues. “The Muse” is someone who rode the Metro to various D.C. museums, such as the National Art Gallery or the Smithsonian’s Air & Space Museum.
This year’s Rewind campaign includes data-point badges awarded for unique customer performance metrics, local recommendations only accessible by Metro Bus, more Archetypes to showcase riders’ Metro personalities and more comprehensive all-ridership data for the “public” experience.
This is the second Rewind campaign from White64, built by the agency’s own “brand ambassadors,” comprised of designers, data engineers and developers who know the Metro system and D.C. metro area well. And as the team likes to point out, no AI was needed for them to craft every authentic detail of this experience.
Creative Credits
Agency: White64
Mick Sutter: Chief Creative Officer
Mark Wahl: VP, Tech & Innovation
Nick Teare: VP/Managing Director Travel & Leisure
Client: WMATA
Sarah Meyer: Chief Customer Officer
Georgetta Nicol: Director of Marketing
