ZooLights is a free, annual event at the Smithsonian National Zoo. Each year, over 250,000 visitors are awed by more than 500,000 environmentally friendly LED lights, two laser light shows set to music, food, and live music. For the past 12 years, this event has been powered by Pepco and the company seeks to promote its sponsorship involvement to its customers and highlight the positive presence of Pepco in the community.
To accomplish this goal, the Social Driver team proposed a geo-targeted digital advertising strategy that engaged Pepco customers in a playful, positive way while drawing attention to Pepco’s sponsorship of ZooLights. This innovative campaign consisted of social media content to promote the event, as well as on-the-ground coverage; geo-targeted Snap filters, allowing users to share photos of their winter fun at ZooLights with a playful filter that also contained Pepco branding; as well as a lens ad that reached users within 10 miles of the zoo.
Before, customers might not have been aware of how involved Pepco is in the community. Through this campaign, Pepco wanted to engage customers outside of the back-and-forth of monthly bills. By being in a customer’s selfie, Pepco was able to be a part of the community and highlight its sponsorship of such a beloved event. Social Driver’s geo-targeted digital advertising campaign was seen over 5.8 million times and garnered more than 28,000 engagements on Snapchat with Pepco filters & lens.
Social Driver had an on-the-ground team producing a full Instagram story in real time, using pictures of customers with the Pepco filters and lenses. Attendees spent more than 20 hours interacting with Pepco filters and lenses. As a result of this interactive social strategy, Pepco was able to engage in a new, fun way with ZooLights attendees and they were able to see Pepco through a different lens.
