Lime enlisted ARPR to help them earn local media attention to increase overall brand awareness and ridership during Super Bowl LIII in Atlanta. With over one million people expected to attend a series of events over the 10-day period leading up to the Super Bowl, Lime sought to establish itself as the go-to option for an affordable and efficient way to move around the city.
The Super Bowl Host Committee and city government waited until the last minute to decide whether or not scooters would be allowed within the perimeter of Mercedes-Benz Stadium and did not finalize a scooter parking plan until four days prior to game day. By that time, local media had already been inundated with Super Bowl pitches, making it increasingly difficult to break through and earn impactful coverage. As an added challenge, Lime had to compete for media attention and rides with four other scooter operators in the market.
As soon as details about the scooter allowances were confirmed, ARPR developed a strategy focused on obtaining earned coverage in local print, TV, blogs and radio that highlighted Lime’s competitive advantages in comparison to other e-scooter operators in the city.
The next step was to raise general public awareness of Lime’s Super Bowl activations, including the deployment of 3,000 scooters throughout the city, availability of a special discount code developed in partnership with MARTA (Atlanta’s mass transit authority) and details about parking corrals near the stadium where Lime’s operational team would collect and redistribute scooters. Highlighting the fact that staff would be on-site was a key point in showing the company’s commitment to complying with city parking regulations during one of the busiest events in the world.
To complement this outreach, ARPR collaborated with Lime’s marketing team to develop an e-blast that was sent to local riders that had previously engaged with the brand.