Metropia is an incentive-based mobile app that analyzes traffic data to more efficiently guide users to their end destinations by routing them through less congested areas at specific times of day. Users can carpool and earn points that can be traded in to local merchandisers for food, gift cards and similar items.
To increase brand awareness and establish partnerships that could bolster its visibility, Metropia enlisted Red Fan to initiate conversations with media and foster relationships with local businesses that fit into Metropia’s business plan and goals.
In addition to helping the company launch in the Austin market through an innovative transportation forum, Red Fan immediately began seeking potential partners within its own network that would be a mutually beneficial fit. Red Fan introduced Metropia to the Trail of Lights Foundation. Using such a hyper-localized and popular event, Metropia built momentum by offering its platform as a way to get to, from and around the Trail, which closes several well-traveled roads each year.
Red Fan also facilitated a partnership with CultureMap Austin—a popular lifestyle website—to promote the app and its latest carpooling integration in preparation for South by Southwest. The team crafted stories about what to do (or not to do) during SXSW, including where to eat and how to avoid the festival, as well as a humor piece about Austinites’ mentalities during SXSW. The promoted content, which read as news stories, generated more traffic to the Metropia website since Christmas (i.e. the Trail of Lights).
“Kathleen and the team at Red Fan have been an outstanding partner with 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.”
-Cynthia McGrail, director of marketing and PR