MARTA Celebrates 50 Years of Hip Hop

Target Audience: All transit customers, MARTA employees, and the broader Metro Atlanta community with an affinity for the contributions made by hip-hop music and the culture it has created.

Strategy Objective:In appreciation of hip-hop's profound legacy and Atlanta's legends over 50 years, MARTA organized customer activations, including limited-edition Breeze farecards with icons like OutKast, Jermaine Dupri, Killer Mike, Ludacris, and TLC. Social media posts, such as a playlist of hip-hop songs that mention MARTA, complemented the celebration. A customer appreciation event at a centrally located rail station showcased a DJ playing classic hip-hop music, dancing, a photo booth, and a prize wheel. Culminating the celebration, MARTA unveiled a bus wrapped in honor of Atlanta-native Jermaine Dupri, founder of the hit-making music label SoSo Def, celebrating 30 years.

Situation Challenge: MARTA acknowledges hip-hop's profound impact on Atlanta's culture, aiming to honor a genre shaping the city's artistic landscape and playing a vital role in its social and economic development. Like in other urban centers where hip-hop thrives, MARTA provides a convenient and affordable means of transit for aspiring artists to pursue their dreams. Particularly for homegrown and transplanted hip-hop artists, MARTA holds a significant place in their creative journeys, often acknowledged in their music. The campaign celebrates hip-hop's 50th anniversary, paying tribute to its rich history and influence, fostering community pride, and uniting Atlanta's diverse population.

Results Impact: MARTA's 50 Years of Hip Hop celebration resulted in positive customer engagement as riders resonated with the tribute to their local culture. The brand impact was substantial, aligning MARTA with Atlanta's influential hip-hop legacy realized through 89% positive news media coverage. Employee engagement soared as they contributed to a vibrant and culturally relevant campaign. Social media performance surged (671,306 Impressions; 42,824 Engagements; 6,690 Post Clicks) with users sharing content and celebrating MARTA's connection to hip-hop. Partnership opportunities increased, and celebrities, such as rapper 21 Savage and friends, expressed an interest, rode, and promoted MARTA transforming it into a cool and celebrated mode of transportation.

Why Submit: MARTA is submitting its 50 Years of Hip Hop celebration campaign for the Best Marketing and Communications Award to showcase its exceptional impact on customer engagement, brand influence, employee morale, and social media engagement. This campaign successfully transformed MARTA into a cultural icon, resonating with the community and creating a positive association with the vibrant hip-hop legacy of Atlanta. The heightened engagement across these aspects directly contributed to increased ridership, making MARTA not just a transportation choice but a celebrated and culturally relevant experience for the community.