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 Cambridge BioMarketing

Case Study

Cambridge BioMarketing Subway Wrap Train in Boston
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“We reached the people in the Boston area which was our initial goal, but with the added social posts, the train ads went viral. The campaign reached all over the US and in other countries as well. Around 1,000 people contributed to the viral campaign. One article that interviewed our CCO about the train had over 8,000 shares alone."

 

Earned Social Media: #RareDiseaseDay and #SupportTheSearch secured over 118,000 mentions and reached over 157 million consumers between February 6th and March 5th.


Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

The primary goal for this campaign was to raise awareness for rare disease research and for Rare Disease Day, in a new and original way. Taking advantage of the earned media attention from national days, Cambridge BioMarketing leveraged their advertising strategy to create a campaign around #RareDiseaseDay and #SupportTheSearch.

Details

Campaign Flight: February 6th - March 6th
Market: Boston, MA
Media Buy: Subway Wrap Train & Interior Brand Train

Rational

The OOH campaign allowed the opportunity to share a very important message with a large number of people for an extended period of time in a way that is unique and engaging. Wrapping an MBTA Redline train cart in zebra print with a digital component (#SupportTheSearch) to get the Boston area, as well as social media, involved in spreading awareness. For every use of the hashtag on social media (Facebook, Twitter, Instagram and LinkedIn), a donation would be made to three major rare disease research organizations (National Organization for Rare Disorders, Global Genes®, and the Rare Disease United Foundation).

Results​

“We reached the people in the Boston area which was our initial goal, but with the added social posts, the train ads went viral. The campaign reached all over the US and in other countries as well. Around 1,000 people contributed to the viral campaign via Twitter. Facebook had 88,947 people who were talking about “#SupportTheSearch”, Instagram had 122 #SupportTheSearch posts. One article that interviewed our CCO about the train had over 8,000 shares alone.


We have received new client inquiries because of this campaign. We were also asked to co-host on Bloomberg Radio about the campaign. Mayor Marty Walsh contributed via Twitter with our social media hash-tag regarding the train, as well as receiving multiple interview opportunities.”

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