’Sup Andy?
Montana has lots of roads. Many of them gorgeous back roads. It’s also why the Montana Department of Transportation is so important. Aside from building and maintaining roads, they save lives with positive driving campaigns. And that’s where DW comes in.
In just a few months, we concepted four campaigns to curb aggressive, impaired, unrestrained, and distracted driving. But since our target audience was largely young men, we knew we needed to connect with them in an easy way that entertained, and with the things they’re interested in, like humor and sports.
Enter Andy, the passenger dog (and MDT mascot) who saves lives by curtailing bad driving decisions, even if he has to throw a few truth bombs to get the job done. He’s featured in four videos and various other marketing mediums. The earned media, engagements and positive social shares were higher than MDT had ever seen before.
We also worked with pro linebacker, Troy Anderson, who shared how even though he’s paid to be aggressive on the field, he’s chill when he’s behind the wheel.
We tapped U of Montana’s Dani Bartsch and Montana State’s Tommy “Touchdown” Mellott NIL so they could share how their competitive spirit ends on the road.
We also knew that a lot of our target audience would be whooping it up at Montana’s famed rodeos, and we saw a great opportunity to interact with them where bad choices can happen. In this case, we posted clever posters around events which drove great engagement and social media shares. They we so popular, visitors took photos of themselves next to them to share on social media.
he was a born and raised in Montana and played college ball at Montana State. He’s paid big money to be aggressive on the field, but when behind the wheel? Well, check out the videos to see what happens.
University of Montana and Montana State players in the Name Image and Likeness (NIL) circuit. These videos were activated across a variety of mediums both on and off campus to ensure that the messages are reaching college students and MSU/UM fans statewide.
