Since receiving this assignment, I have had my eyes and ears peeled for social media campaigns in bus shelters, train stations, radio broadcasts, window decals and podcasts. Aside from some podcast hosts closing their broadcasts asking listeners to check them out at their handles, I did not notice any social media campaigns, for a couple of weeks! I was really surprised. I thought social media was everywhere, and everyone was hustling for followers. It was not until I deliberately walked up to a Divvy station to see if their social media channels were listed. It turns out their Facebook and Twitter profiles were posted very inconspicuously at knee-level, blocked by a bike. After finding Divvy on Facebook, I discovered the campaign #DIVVYGOLD in which Divvy is challenging their followers to power through winter.
This February, Divvy, IDOT’s local bikeshare program, is enacting its annual challenge to followers to keep riding and pedal through the harsh Chicago Winter with their #DIVVYGOLD campaign. Much like a loyalty card awards points, the “Winter Medalist” challenge gives bronze, silver and gold medals to cyclists that log their ride by sharing and tagging through March 4th. Winners receive digital metals and an invitation to a victory party at Emporium Arcade Bar. Divvy promises weekly updates, so riders can keep tabs on their progress. To make things interesting, Divvy has released a limited-edition gold Divvy bike, prompting riders to snap photos of and chose this unicorn bicycle for their trek, hence the hashtag: #DIVVYGOLD. Divvy-ers are also encouraged to post pictures of their pre-ride prep, cold weather gear and other tips to inspire fellow riders.
Initially my impression was that Divvy’s social media presence was pretty weak. However, they have over 12,000 Facebook followers and close to 15,000 Twitter followers, all following the #DIVVYGOLD campaign. It appears the campaign is doing what they had planned. Followers/riders have accepted the challenge and are excited to claim their bragging rights. They are engaged, sharing, using the hashtag and tagging their friends. Because of that, it seems effective. Divvy is also very active in commenting on riders’ posts.
However, this campaign does not make me any more or less likely to use the bikeshare and definitely not in the winter. I am more of an indoor person during this season. Riding a bike would be more of an inconvenience for my business professional daily routine. I would be interested in taking advantage, and biking to work, but arriving sweaty with frizzy hair is not an option for me. Also, my bag with my laptop is large and weighty, not conducive to cycling. I think the target market for this campaign is active urban commuters and explores with a more casual lifestyle that do not mind the cold, and possibly already use the service.
Ultimately, I think Divvy’s campaign could be more effective by posting the challenge description at the point of service, or at the very least, include the hashtag on station signage. This could possibly draw in their riders that are not followers yet or encourage passersby to follow and then become riders and maybe Winter Medalists. They could also have done more to leverage relationships with the party venue and or cold weather gear brands. For example, Divvy could have posted a feature on their Facebook for Emporium Arcade drawing in the bar’s followers, or tweeted at Under Armour to see what their suggested products are for keeping warm on the roads, thus getting attention from the brand’s followers. For the most part, it seems like an effective campaign in the early stages of an annual program.
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