Miami-Dade Expressway Authority – PR Push Elicits Viral Online Response to the Dangers of Texting While Driving

The Dare

In partnership with Ronin Advertising, Glodow Nead’s task was to create a PR campaign for the Miami-Dade Expressway Authority (MDX) in order to generate awareness about the grave danger of texting while driving. The campaign included a four-minute, emotionally-charged video that Ronin conceptualized and filmed in Miami with a goal of garnering one million online views.

The Scheme

Glodow Nead set out to stimulate the campaign using PR tactics, prompting it to quickly go viral across social media platforms. The team tapped key influencers in the Miami market and urged local broadcast and print media to cover the filming of “The Last Word.” Glodow Nead catalyzed media interest early on so that it swiftly led to widespread cognizance of the campaign as soon as production wrapped. In addition, Glodow Nead developed a launch event and ensured major media outlets attended the video’s debut. Glodow Nead relentlessly pursued key media and influencer support to ensure “The Last Word” was heard as far and wide as possible.

The Upshot

Feature broadcast and print stories highlighting “The Last Word” positioned MDX as a pioneer in the crusade against texting while driving. By the thousands, people visited the website to watch the video as well as pledge to not text and drive, a message they continued to share with their loved ones.

Coverage included a feature article on The New York Times’ popular Bits blog, which embedded the video into the piece, spurring a rapid and significant increase in views. Along with ongoing broadcast and print coverage throughout the course of the campaign, Glodow Nead helped achieve one million views for “The Last Word.” And the campaign continues to exceed its initial expectations.

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