BUS STOP DERBY by Goodby Silverstein & Partners San Francisco for Yahoo!

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BUS STOP DERBY

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Industry Portals
Media Promo & PR, Case study
Market United States
Agency Goodby Silverstein & Partners San Francisco
Executive Creative Director Margaret Johnson
Creative Director Keith Ciampa
Art Director Johan Arlig, Bryan Houlette
Copywriter Niklas Lilja, Jody Horn Venables Bell
Released November 2010

Credits & Description

Category: Best Use of Screens
Advertiser: YAHOO!
Product/Service: YAHOO!
Agency: GOODBY SILVERSTEIN & PARTNERS
Date of First Appearance: Nov 22 2010
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Executive Creative Director: Margaret Johnson (Goodby, Silverstein & Partners)
Group Creative Director: Jim Elliott (Goodby, Silverstein & Partners)
Group Creative Director: Will McGinness (Goodby, Silverstein & Partners)
Creative Director: Keith Ciampa (Goodby, Silverstein & Partners)
Art Director: Bryan Houlette (Goodby, Silverstein & Partners)
Art Director: Johan Arlig (Goodby, Silverstein & Partners)
Junior Art Director: Jon Bacaro (Goodby, Silverstein & Partners)
Copywriter: Jody Horn (Goodby, Silverstein & Partners)
Copywriter: Niklas Lilja (Goodby, Silverstein & Partners)
Executive Interaction Producer: Ellie Gleser (Goodby, Silverstein & Partners)
Print Producer: Alisa Latvala (Goodby, Silverstein & Partners)
Brand Strategy Director: Kelly Evans-Pfeifer (Goodby, Silverstein & Partners)
Brand Strategist: Alina Shabashevich (Goodby, Silverstein & Partners)
Communication Strategy Director: Cam Luby (Goodby, Silverstein & Partners)
Director of Brand Publicity: Patrick Kelly (Goodby, Silverstein & Partners)
Account Manager: Mallory Guraya (Goodby, Silverstein & Partners)
Group Account Director: John Coyne (Goodby, Silverstein & Partners)
Account Director: Kelly Johnson (Goodby, Silverstein & Partners)
ACNE Production: ACNE Production (ACNE Production)
Obscura Digital: Obscura Digital (Obscura Digital)
Media placement: Bus Shelters - San Francisco, CA - 22 November 2010

Insights, Strategy & the Idea
YAHOO!’s success is built on its strength as a high-technology brand. Yet in recent years, consumers have perceived Yahoo! as less innovative than rival Silicon Valley firms.

The challenge was to demonstrate YAHOO!’s innovation in technology and products without losing the playful spirit of the brand, shift brand perception and recapture some pop-culture mojo.

Looking at consumers today, we saw a deep connection between them and their homes. People love their country and state. But dig a little deeper and it’s clear they have just as much pride in their city and their neighbourhood—down to their particular block and street.

So instead of taking on the “big guys” at the National level, we took our battle to the streets of the tech-savvy city San Francisco. Our strategy: to be local, fun and relevant. Welcome to the YAHOO! Bus Stop Derby.

Creative Execution
The Yahoo! Bus Stop Derby was a citywide challenge that transformed 20 analogue bus stops into first-of-their-kind interactive gaming hubs. At 72 inches, they are the largest outdoor interactive touch screens in use today.

Using Yahoo! mobile apps within custom-created games, people competed through the immersive touch-screen experience, which demonstrated the simplicity and innovation of YAHOO! products.

Using the beloved neighbourhoods of San Francisco as a catalyst for competition, the Derby encouraged public-transit users to play with—and against—other commuters at rival bus stops head-to-head, in real time. Commuters rallied together, using the screen’s’ free Wi-Fi and live streaming twitter feed to exchange smack talk and ignite competition.

The Derby transformed the traditional, static bus shelter billboard into something new, engaging and creative.

Results and Effectiveness
Engagement:
In a city with only 800,000 people, more than 180,000 games were played, equalling more than 3,000 hours of engagement with YAHOO! apps.

Conversation:
Local news media and blog coverage, in addition to features on Gizmodo.com, Fast Company and other national news media, generated tens of thousands of dollars and millions of earned media impressions.

Effectiveness:
Most importantly, eight out of 10 Derby players surveyed postgame believe Yahoo! is a more innovative company than they had believed before playing.

Participation:
The grand prize, a block party with band OK Go, quickly maxed out at its capacity of 1,200 people.