vitaminwater
Free Rides, Compliments of vitaminwater
![Person scans vitaminwater card to enter Chicago station](https://ixn.imgix.net/wp-content/uploads/2017/08/15093853/Chicago-CTA-Train-Station-vitaminwater-turnstile-e1504229857680.jpg?auto=format&q=85&fit=crop&w=560&h=315)
Offering a free ride home to connect with concertgoers
Campaign Objective
vitaminwater wanted to create a meaningful connection with the throngs of attendees at Lollapalooza, a premier music festival and one of Chicago’s most popular events.
Our Solution
Intersection created a dynamic out-of-home campaign that drove association with the festival, enabling vitaminwater to take over key areas surrounding Lollapalooza’s location, including a station domination at Lake Red, one of the music festival’s main exit/entrance stations. To resonate with the party atmosphere, vitaminwater also ensured everyone got home safely by providing thousands of branded Chicago Transit Authority (CTA) farecards—offering a free trip courtesy of vitaminwater—to increase brand love.
The Impact
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38.9MM
Campaign-generated impressions
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31.4%
Reach over a 4-week period
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3,000
Farecards exchanged for free ride
Source:
Geopath, Intersection
![Vitaminwater offered free subway rides in Chicago's CTA](https://ixn.imgix.net/wp-content/uploads/2017/08/29102149/Chicago-CTA-Transit-Station-vitaminwater-Street-Team1.jpg?auto=format&q=85&fit=crop&w=480)
![Representatives pass out vitaminwater farecards to CTA commuters](https://ixn.imgix.net/wp-content/uploads/2017/08/15093850/Chicago-CTA-Station-vitaminwater-Giveaway-2.jpg?auto=format&q=85&fit=crop&w=480)
![Representative hands out vitaminwater promotion](https://ixn.imgix.net/wp-content/uploads/2017/08/15093851/Chicago-CTA-Station-vitaminwater-Giveaway-e1503453665104.jpg?auto=format&q=85&fit=crop&w=480)