THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

Take Metro Out to the Ball Game

Finalist in Local Campaign

Objective

During divisional playoffs, when it became clear that hometown team the Dodgers would go to the World Series, local excitement grew. With tens of thousands of people expected to attend every game, we needed to convince Los Angeles, infamously known as the car capital of the world, that transit was the best option to and from Dodger Stadium.

To do that, we tapped into the moment of local pride and excitement, aligning Los Angeles's transit agency as much as possible with Los Angeles's celebrated baseball team. 

The Dodgers post-season culminated in the team's first World Series parade since 1988. (The Dodgers won in 2020, but the parade was canceled that year.) Thus, the city was beyond excited to celebrate their Dodgers.

Building upon the messaging of going Metro to the playoffs and World Series games, we extended our social campaign to encourage Angelenos to go Metro to the parade -- as well as educate first-time and occasional riders on how to navigate the Metro system, since the event necessitated major road closures.

In all, this campaign spanned the divisional playoffs, the World Series games and the parade.

Strategy

To achieve our goals of awareness and education among an audience that potentially had limited knowledge of and experience with public transportation, we deployed a multipronged strategy that aligned Metro with Dodgers and Los Angeles culture.​

Dodger Stadium is notoriously difficult to access due to its location on top of a freeway-flanked hill near congested downtown. Metro operates a Dodger Stadium Express shuttle, which runs on a dedicated bus lane into the stadium, bypassing the car traffic heading into the stadium. 

Our campaign strategy included educating the public on how to get to post-season games and the parade via transit, debunking the widely held belief that the stadium was impossible to access without a car, and building affinity for our brand and mass transit in LA by sharing in the excitement of victory.​

We utilized original video to educate and entertain, posted informative maps and graphics, played into the rivalry with quips on X and in comments on our and other accounts' posts and celebrated the moment with a thematic bus headsigns.

Results

This entry achieved our largest ridership day in almost a decade, increased media exposure and positive sentiment on social media and a ton of engagement from non-riders and riders alike. We delivered unexpected content that capitalized on a unique moment for Los Angeles. ​

The day of the Dodgers Parade was Metro's highest single-day ridership since 2016. ​

During the span of the campaign period, Metro gained 8,640 new followers across social platforms. ​

Of accounts engaging with Metro’s World Series posts, 65.6% were engaging with Metro for the first time. ​

We became part of the national media conversation when our video on how to walk to the nearest light-rail station from the stadium went viral.

The campaign generated over 5 million impressions and close to 400k total engagements across our social media channels, helping remind people in our region — where only 5% of commuters use transit to get to work — that we are a responsive government agency that is here and eager to serve our region. 

This social media campaign complemented the efforts of the entire agency to provide a seamless customer experience that not only did what it promised (transported the public safely, conveniently and on time) but also provided an opportunity for Angelenos to get out of their cars and come together in a public space not only for the events but on the way to and back home.

Media

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Entrant Company / Organization Name

Los Angeles County Metropolitan Transportation Authority

Links

Entry Credits