U-Stop
Let Them Create
Giving student artists a platform to feature their artwork.
Grab your art supplies, because it’s time to create! After fueling its hometown for over 60 years, U-Stop convenience stores needed a way of engaging with the next generation of drivers. Like many brands that attempt to attract the youth, we turned to social and launched a competition that would put their imaginations to work.
Local high school artists were given a chance to flex their mad art abilities by designing cocoa cups for Zoo Lights, a new holiday festival taking place at the Lincoln Children’s Zoo. The artists were asked to create a cozy, cute or critter-filled illustration then post their work to social media with the hashtag #ZooStopDoodles.
After garnering submissions for over a month, public voting launched and almost 8,000 public votes determined the 7 finalists and the grand prize winner. The grand prize winner received a $1,000 scholarship and her design (just take a LOOK at that train!) was featured on the side of cocoa cups at Zoo Lights.
As the campaign continued, people started talking – specifically young drivers and their mothers. Because we worked with the Lincoln Public School System and Lincoln Children’s Zoo, we were able to watch the ripple effect of the campaign as more entries came flooding in. Daily site traffic saw an increase of 689%, with the average time spent on the page reaching almost 3 minutes. After the competition, our stats showed that the campaign successfully reached a new generation of drivers who now know the next time they need to fill up, U-Stop will be there to support them.
Grab your art supplies, because it’s time to create! After fueling its hometown for over 60 years, U-Stop convenience stores needed a way of engaging with the next generation of drivers. Like many brands that attempt to attract the youth, we turned to social and launched a competition that would put their imaginations to work.
Local high school artists were given a chance to flex their mad art abilities by designing cocoa cups for Zoo Lights, a new holiday festival taking place at the Lincoln Children’s Zoo. The artists were asked to create a cozy, cute or critter-filled illustration then post their work to social media with the hashtag #ZooStopDoodles.
After garnering submissions for over a month, public voting launched and almost 8,000 public votes determined the 7 finalists and the grand prize winner. The grand prize winner received a $1,000 scholarship and her design (just take a LOOK at that train!) was featured on the side of cocoa cups at Zoo Lights.
As the campaign continued, people started talking – specifically young drivers and their mothers. Because we worked with the Lincoln Public School System and Lincoln Children’s Zoo, we were able to watch the ripple effect of the campaign as more entries came flooding in. Daily site traffic saw an increase of 689%, with the average time spent on the page reaching almost 3 minutes. After the competition, our stats showed that the campaign successfully reached a new generation of drivers who now know the next time they need to fill up, U-Stop will be there to support them.
- 41 high school artist entries
- 7,939 votes.
- +689% increase to daily site traffic.
- 15.5% organic follower growth.
- 2:1 female to male engagement ratio.
- 41 high school artist entries
- 7,939 votes.
- +689% increase to daily site traffic.
- 15.5% organic follower growth.
- 2:1 female to male engagement ratio.
Challenges:
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Solutions:
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Grab your art supplies, because it’s time to create! After fueling its hometown for over 60 years, U-Stop convenience stores needed a way of engaging with the next generation of drivers. Like many brands that attempt to attract the youth, we turned to social and launched a competition that would put their imaginations to work.
Local high school artists were given a chance to flex their mad art abilities by designing cocoa cups for Zoo Lights, a new holiday festival taking place at the Lincoln Children’s Zoo. The artists were asked to create a cozy, cute or critter-filled illustration then post their work to social media with the hashtag #ZooStopDoodles.
After garnering submissions for over a month, public voting launched and almost 8,000 public votes determined the 7 finalists and the grand prize winner. The grand prize winner received a $1,000 scholarship and her design (just take a LOOK at that train!) was featured on the side of cocoa cups at Zoo Lights.
As the campaign continued, people started talking – specifically young drivers and their mothers. Because we worked with the Lincoln Public School System and Lincoln Children’s Zoo, we were able to watch the ripple effect of the campaign as more entries came flooding in. Daily site traffic saw an increase of 689%, with the average time spent on the page reaching almost 3 minutes. After the competition, our stats showed that the campaign successfully reached a new generation of drivers who now know the next time they need to fill up, U-Stop will be there to support them.
