25 Rewind

25 Metro Rewind

this work by White64, an independent agency in Tysons VA.

The campaign, 25 Metro Rewind, for the D.C.-area Metro (Washingtion Area Metro Transit Authority) urges 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.

It goes live tomorrow, December 17, and is available to more than 1.7 million people, who will have access to a personalized experience on Metro Rewind this year. In addition, anyone can access the Metro-wide experience that will be available.

Teasers are already in market in the DMV, a nickname for the D.C. area the Metro serves, which includes District of Columbia, Maryland, and Virginia.

 This mobile-first campaign is part of the agency’s ongoing work for the long-time client and is running in paid and organic social, and digital OOH (within the transit system’s digital signage). “Rewind” merchandise in the form of t-shirts and tote bags will be available the same day 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 ro the Air & Space Museum.

This is the second Rewind campaign from White64, built by their own “brand ambassadors,” designers, data engineers, and developers who know the Metro system and DMV region so well.

No AI was needed as the team crafted every detail.

This year’s Rewind includes data-point badges awarded for unique customer performance metrics, local recommendations only accessible by Metro Bus, more Archetypes to showcase riders’ Metro personality, and more comprehensive all-ridership data for the “public” experience.

www. Metrorewind.com

About White64
White64 is a marketing and communications agency dedicated to building brands and delivering impactful solutions for its clients. The agency specializes in advertising and paid media, design, video production and digital marketing. The team has expertise forging meaningful connections with customers and brands in the service sector, like financial services, hospitality, travel, professional services, government contracting, healthcare and associations. WHITE64 is committed to fostering a collaborative and inclusive environment that drives excellence and results.

Creative Credits|
WHITE64
Mick Sutter, CCO
Mark Wahl, VP, Tech & Innovation
Nick Teare, VP/Managing Director Travel & Leisure

Metro
Sarah Meyer, Chief Customer Officer
Georgetta Nicol, Director of Marketing