Illinois Department of Transportation
(NIL Campaign)
The Illinois Department of Transportation (IDOT) sought to enhance its public safety campaigns by leveraging the growing influence of college athletes. With the recent changes in name, image, and likeness (NIL) regulations allowing athletes to monetize their personal brand, IDOT saw an opportunity to engage with this influential group to promote traffic safety and responsible driving.
Objective
The primary goal was to create a compelling video campaign that would resonate with college students and the broader community, using athletes as credible and relatable spokespeople. The project aimed to increase awareness about safe driving practices and reinforce IDOT’s commitment to public safety.
Approach
Partnership Formation: IDOT collaborated with local colleges and universities to identify athletes who were enthusiastic about participating in the campaign. The selection criteria focused on athletes with a strong social media presence and a genuine connection with their peers.
Creative Development: The campaign centered on producing high-quality, engaging video content featuring the athletes discussing personal stories and experiences related to road safety. The videos included both scripted and spontaneous elements, allowing athletes to bring their unique personalities into the messages.
Content Production: The project involved a multi-phase production process, including pre-production planning, on-location shooting, and post-production editing. Narratent Digital Marketing handled the video coverage, ensuring high production values and creative storytelling. The content was designed to be visually appealing and shareable across various platforms.
Distribution and Promotion: The videos were strategically released across social media channels, local news outlets, and college platforms. A targeted social media campaign amplified the reach, utilizing the athletes’ networks to drive engagement and interaction.
Results
Increased Engagement: The campaign generated significant buzz, with high engagement rates on social media platforms. Athletes’ followers interacted with the content through likes, shares, and comments, enhancing the campaign’s visibility.
Enhanced Awareness: Feedback indicated that the videos successfully captured the attention of the target audience, raising awareness about the importance of road safety among college students and young drivers.
Positive Impact: The campaign not only improved public perception of IDOT but also strengthened the connection between the department and the community. It demonstrated a creative and relatable approach to addressing a critical issue.