Metropia

Launching mobility app for Austin’s gridlocked streets

The Story

Founded in 2012, Metropia is a transportation technology solutions and consulting firm headquartered in Tucson Arizona. Metropia’s mobility-as-a-service platform, Total Mobility®—powered by AI-based algorithms, data analytics and behavioral economics—enables cities to deploy active demand management strategies and solve urban mobility problems.

One of the company’s early product launches was a gamified, incentive-based mobile app that analyzed traffic data to more efficiently guide users to their end destinations. The Metropia app routed drivers through less congested areas at specific times of the day and rewarded users for avoiding peak thoroughfares and rush hour. As points accumulated, drivers could trade in rewards for gift cards, local experiences, charitable donations and more.

Challenge

Demand for such a solution peaked in Austin as the city’s population growth turbocharged in 2015. Metropia’s technology sat at an interesting intersection between the provider’s drive to advance its platform for nationwide launch and the city’s desperate need to address traffic congestion. Made possible through a public-private partnership with the Central Texas Regional Mobility Authority, Metropia tasked Red Fan with increasing brand awareness and establishing community partnerships that would bolster the app’s visibility and increase downloads.

Solution

Across our 12-month collaboration with Metropia, Red Fan:

Designed unique messaging for several target audiences throughout the greater Austin area, including public officials, employers and daily commuters.
Trained spokespeople ahead of the app’s formal launch as well as each subsequent print, online and broadcast interview.
Launched the Metropia app to local officials, media and the broader Austin community during a curated press conference and transportation forum featuring mobility experts and technologists.
Introduced Metropia to multiple local purveyors and partners to entrench the company into the Austin community.
Hosted dozens of media interviews.
Drafted custom content for the company’s numerous activations, including the Trail of Lights and SXSW.

Results

The app launch generated coverage in the Austin Business Journal, CultureMap and Austin Monthly Magazine and solidified a key relationship with the Austin Chamber of Commerce. Following Metropia’s launch, the company released a series of app integrations and updates, including collaborations with ATXFloods to safely navigate inclement weather and the Austin Trail of Lights—the city’s second-largest annual festival. Both partnerships yielded regular coverage in all five of Austin’s broadcast stations as well as features in Community Impact and the Austin American-Statesman. Metropia’s mentions in relation to the Trail of Lights also drove a bump in website visits and downloads as Austinites turned to the app to navigate to the beloved event.

Following Metropia’s successful launch and community activations, the company charged head-first into spring with a multichannel sponsorship with South by Southwest to further drive app downloads. At the core of Metropia’s campaign was a title sponsorship of KGSR’s SXSW Live at W Austin, where radio spots and digital ads encouraged attendees to download the app for a chance to win front-row seats. To complement the live activation, Red Fan also facilitated a content marketing partnership with CultureMap Austin. Red Fan’s expert content writers crafted stories about how to tackle SXSW’s notorious traffic woes while making the most out of the international festival. Red Fan also tapped top Austin food blogger Jane Ko to provide her SXSW dining recommendations. Each article was crafted editorially to align with readers’ interests and demands. Downloads from the month-long, three-article series surpassed the company’s record during the holiday season.

Share this Case Study

Kathleen and the team at Red Fan have been outstanding partners to Metropia. They are an honest, smart, creative, nimble team with top-notch writing, media relations, and strategic partner development capabilities. With their counsel, our consistent earned media coverage in Austin has resulted in a significant increase in both user acquisition and Metropia’s brand awareness. If you’re looking for a partner to help grow your brand and business, Red Fan is your agency.