320 Movement
Challenge
Marijuana is involved in 17% of DUIs in Colorado. While our awareness campaigns have moved awareness of DUI laws from below 40 percent up to 91 percent, the Colorado Department of Transportation (CDOT) was faced with a challenge: How do we get marijuana users to take action on their knowledge?
Solution
Enter, “The 320 Movement.” Whether it’s April 20th, 3:20 PM, or just a symbolic reminder of the need to pre-plan your ride before using marijuana—the 320 Movement was created to make Colorado roadways safer by planning a ride or designating a driver before you are high.
To give riders more incentive to plan ahead, we approached Lyft to be a partner in our mission, and oh man did they show up. Lyft offered discounted rides for the duration of the campaign. The campaign launched in advance of the “4/20 holiday” with branded Lyft vehicles and a giant eight-foot marijuana edible placed at Red Rocks Amphitheater, 420 On The Block and local dispensaries—the campaign was hard to miss.
Results
More than 10,000 people visited the landing page with nearly 4,000 coupon code redemptions in less than two months in market. The campaign netted 166 stories in broadcast, print and online publications as well as 132 social influencer mentions for a total of nearly $2,000,000 in earned media value. More importantly, fatality rates on Colorado roads vs U.S. roadways have not increased statistically since pre-legalization.
Further, the partnership contributed to Lyft’s growth rate being twice as fast as the rival rideshare company of which we shall not speak.
ABC | The Stranger | Westword
