Get off the Train
and Jump Around.

The purpose of this campaign is to increase the overall number of first-time JUMP by Uber trips between North Brooklyn and Lower Manhattan during the L-Train Shutdown.

Campaign Name
JUMP Around NYC
Proposed Budget
$250,000
Projected Timeline
Apr. 1 to Jun. 30
Project Team
Uber NeMo NYC

225

Thousand New Yorkers Impacted by the Shutdown

4,500

New Bike Riders Between Brooklyn and Manhattan

70

Crowded Buses Every Hour on the Williamsburg Bridge
Opportunity

Problem: The L-Tain Shutdown a.k.a. L-Pocalypse a.k.a. L-Hell is set to massively disrupt the daily commute of more than 225,000 New Yorkers between N. Brooklyn and L. Manhattan for a period of 18 months or longer.

Solution: The most practical, reliable and cost-effective way to commute between N. Brooklyn and L. Manhattan during the shutdown will be JUMP’s pedal-assist electric bikes.

North
Brooklyn

Grand Street, once the most dangerous road for cyclists in N. Brooklyn, will have a parking-protected bike lane on one side and a buffer on the other.

Lower
Manhattan

Two separate bike lanes will be installed on 12th and 13th Avenues and a protected bike lane will be installed on Delancey St. between Allen St. and Williamsburg Bridge.

Williamsburg
Bridge

An estimated 4,500 L-Train passengers are expected to convert to bikes during the shutdown, as roughly 70 heavily crammed buses per hour are expected to bring Williamsburg Bridge to a stand-still, causing massive delays.

Target Audience

Our target personas are local residents, students and employees who are public transit and active Uber users 18-34 whose daily commutes from N. Brooklyn to L. Manhattan are expected to be impacted by the shutdown.

Crosstown Converters

Uber to JUMP

Weekday Uber users, local residents or employees, that live, work and travel along the L-Train route and nearby zones whose daily Uber trips will be adversely impacted by the shutdown. This market has a high potential for converting their current Uber trips into first-time JUMP trips.

L-Train Lovers

L-Train to JUMP

Weekday L-Train passengers, local residents, employees, and students, who are also weekend Uber users and have a high potential for L-Train to first-time JUMP conversions.

Bus Buddies

Bus to JUMP

Weekday bus passengers, local residents, employees, and students, who are periodic or non-weekday Uber users but are high-value ride-share leads; environmentally conscious, mobile, and frugal.

Biker Besties

JUMP to JUMP

High-value trusted advocates like local family, friends, and co-workers, who were early adopters and are active JUMP users with strong potential to convert qualified leads and referrals.
Taglines

Get off the Bus and JUMP Around. -House of Pain

1

JUMP Up
to Get Downtown!

-House of Pain
2

Traffic Jams Make

You Wanna JUMP!

-Kris Kross
3

Go Ahead and JUMP!

-Van Halen
4

If You Want More
Then JUMP!

-Pointer Sisters

Key Messaging

Carpe Diem: L-Hell is a major crisis expected to impact 250,000 New Yorkers. JUMP offers the most convenient and reliable way to get from Brooklyn to Manhattan in under 20 minutes seven days a week, period. Nudge target demo to seize the moment!

Calls-to-Action

Traffic jam on the Williamsburg Bridge, JUMP Up to get Downtown in 15 mins. Bikes are just a block away!
Delays on 14th Street, JUMP to Brooklyn in 10 mins. Hurry, bikes are going fast!
Mornin’, JUMP outta bed and into Central Park for $2—Reserve a Bike Now!

Voice

Bold, authoritative, timely and accommodating. We must be credible and resonate an ethos that inspires a transformative mindset towards a practical solution now, but a sustainable ride-sharing solution moving forward.

Tone

Cool but informed; empathetic but empowering. We must be sympathetic to the disruption of daily lives but quick to boost morale in positioning JUMP as the hero during a time of crisis.

Public Transit

Bumper-to-bumper traffic jams, hour-long delays, crowded trains, and stuffed buses are making L-Pocalypse a nightmare for commuters.

JUMP Bikes

With JUMP, you’re already there. Our pedal-assist electric bikes can go up to 20 mph and cost only $2 per 30 minutes. Dock, lock, and rock on!

Traffic? Ugh.

Get off the Bus and JUMP Around.

Use Promo Code: JUMPNYC
and Get Your First Bike FREE!

Channel Strategy

A comprehensive multi-channel strategy that casts a wide net, deploying a dynamic set of resources to convert qualified leads into first-trip JUMPers. 

Owned

Deploy push campaign to target audience RE: JUMP Around NYC promo and referral incentives

KPIs

  • Push notifications sent
  • Push frequency
  • Oen rate, CTR
  • Conversation rate
  • Bounce rate
  • New trips
  • First trips
  • Revenue raised

Budget

House Resources

Owned

Origin content includes Medium and Reddit posts - official announcements, informative pieces on bike sharing, industry and the current state of NYC “bike life;” tips on beating L-Hell w/JUMP; suggested bike routes, Humans of NY “My First Bike” edition; LIVE updates and testimonials from New York JUMPers

KPIs

  • CTR
  • Traffic source, growth
  • MQL/SQL
  • Time on page
  • Bounce, exit rates
  • Karma
  • Claps
  • Shares, comments

Budget

House Resources

Paid & Owned

Channels will double as a 24-hour newsroom for breaking news and updates RE: L-Train shutdown; LIVE daily reporting; e.g. actively engage Facebook Groups where Biker Besties are prominent; “first-trip” promo offers; custom multimedia elements and direct messaging

KPIs

  • Brand lift
  • CPA, CPC, CPL
  • Engagement, CTR
  • Clicks, likes, shares, views
  • Reactions, comments, mentions
  • Conversion rate
  • Referral traffic
  • MQL/SQL
  • Conversions, AMP rate

Budget

$60,000

Paid & Owned

Thought pieces geared towards JUMP adoption - “Why Brooklyn Commuters Need JUMP Right Now”; “Does Your Company Have a Ride-Share Program?”; dialogue starters in comments and groups; custom multimedia elements

KPIs

  • Brand lift
  • CPA, CPC, CPL
  • Engagement, CTR
  • Clicks, likes, shares, views
  • Reactions, comments, mentions
  • Conversion rate
  • Referral traffic
  • MQL/SQL
  • Conversions, AMP rate

Budget

Included in $60k

Earned

Targeted outreach to leads, advocates, local media, local businesses, local agencies to spread key messaging around L-Hell and “first-trip” promo offer

KPIs

  • Open rate
  • Opt-out rate
  • CRA, conversation rate
  • Bounce rate
  • List growth rate
  • Email sharing, forwarding
  • ROI, share of voice
  • Active, overall coverage
  • Traffic

Budget

House Resources

Earned & Paid

Profile and testimonial content from engaged users, influencers and local residents fully integrated content across our 24-hour news cycle. Hire a LIVE "news crew" to cover the shutdown and report on real stories from real New Yorkers. Include viral messaging with “first-trip” promo offers.

Play Video

KPIs

  • Brand lift
  • CPA, CPC, CPL
  • Engagement, CTR
  • Clicks, likes, shares, views
  • Reactions, comments, mentions
  • Conversion rate
  • Referral traffic
  • Organic reach
  • Video quality, quantity

Budget

$60,000

Paid or Trade

Native content deployment to complement our display ad network. Native articles on Google/Apple News and custom spots on Spotify and SoundCloud, YT, and podcasts. All fully integrated across our social 24-hour news cycle.

Headline: "New Yorkers Are Flipping Out Over the L-Train Shutdown. Will It Affect Your Commute?"

Script: "Breaking News Alert—To all N. Brooklyn residents who work in L. Manhattan, the L-Train Shutdown is upon us. Please do not attempt to commute by bus to work tomorrow. Traffic delays on the Williamsburg Bridge are expected to last up to 90 minutes. We strongly urge you to reserve a JUMP pedal-assist electric bike today for FREE using the promo code..."

Other: NYC-themed playlist on Spotify w/ads integrated

KPIs

  • Ad recall
  • Brand lift
  • CTR, CPM
  • Dwell time
  • MQL/SQL
  • Overall traffic
  • Brand familiarity
  • Engagement rate
  • Clicks, likes, shares, views
  • Reactions, comments, mentions
  • Conversion rate
  • Referral traffic
  • MQL/SQL

Budget

$40,000

Paid or Trade

Digital, mobile; PPC and retargeting to complement native content and 24-hour social media news cycle; cost-effective outdoor guerilla marketing

KPIs

  • Impressions
  • Reach, organic
  • CPM, CTR, CPT
  • Conversion rate
  • Engagement rate
  • MQL/SQL
  • Bounce rate
  • Revenue raised, per visit

Budget

$40,000

Paid or Trade

Voice: Google Home/Alexa/Siri Routines - “Good morning, Eddie. There’s a 45-minute delay on your commute this morning, would you like to use JUMP instead?”

3rd Party: Maps, Waze, Airbnb - highlighted or preferred routes, detours, reserve a bike, rent a bike with your stay in NYC, promo offers

KPIs

  • Number of partners
  • Number of API requests
  • Partner satisfaction
  • Qualified leads
  • Traffic to app
  • Conversions
  • Keyword requests
  • Time logged
  • ROI

Budget

Voice: $5,000
3rd-Party: Negotiable

Traffic Jams Make
You Wanna JUMP!

Because bumper-to-bumper is wiggity whack.

Use Promo Code: JUMPNYC
and Get Your First Bike FREE!

Editorial Calendar

Kickoff examples only. All scheduled content on the calendar will need sufficient lead time for collaboration, editing, and approvals. Incorporate a daily production schedule with dedicated workflow, automation and oversight.  

Apr. 01

Spoof Kickoff

Spoof press release and blog post w/LIVE “Fake News” coverage across social channels announcing the launch of a secret “high-speed JUMP tunnel” (in partnership with Elon Musk’s Boring Co.) that will instantly transport commuters from Brooklyn to Manhattan to avoid the L-Pocalypse. To run in conjunction with select local media sponsors.

Apr. 02

Authentic Kickoff

Follow up with authentic announcement, blog post, and viral boilerplate messaging across owned and earned channels announcing JUMP’s expanded mobilized presence in NYC with links to interactive coverage map, supplemental content, and promo “first-trip” triggers.

Apr. 03

Lead Content Kickoff

Initial top-of-funnel content packaging with long-form blog content deployment aimed at educating our target audience on the looming crisis, how it will affect them, and the expanded availability of our recently enhanced JUMP pedal-assist electric bikes. Promo “first-trip” offer and recycle high-performing content and creative assets back into the funnel.

If you’re hale and hearty, the fastest way to go [from Brooklyn to Manhattan] is by bike.”

Polly TrottenbergNYC DOT Commissioner

Bumper to Bumper?
Fuggedaboutit.

Go Ahead and JUMP.

Use Promo Code: JUMPNYC
and Get Your First Bike FREE!