Student Adventure Pass Campaign Gains Thousands of New Student Riders
OPPORTUNITY
Metrolink’s Student Adventure Pass offered free rides to over 1 million Southern California college students, aiming to quickly raise awareness and engage hard-to-reach commuter students.
Goals
- Attract young commuters with the offer of free rides.
- Encourage lifelong transit habits among a new generation of riders.
APPROACH
Celtis crafted a strategy that spoke directly to students through their favorite platforms and authentic narratives:
- UGC Focus
Real students shared how they used the pass, creating content that felt genuine and engaging. - Platform Targeting
Prioritized TikTok, Instagram, YouTube Shorts, Spotify, and Snapchat with short, compelling videos. - Smart Timing
Aligned campaign efforts with the academic calendar to maximize visibility
outcome
By emphasizing authentic content and strategic media placement, the campaign drove incredible results:
10 million
impressions
25 million
video views
30,000+
passes used monthly
3:1
UGC outperformed
branded content
The campaign consistently increased student
ridership each month. Metrolink has since renewed
its partnership with Celtis to expand
the program
into Year 2.
What Made This Campaign Stand Out?
Authenticity
Real stories from students.
Efficiency
Targeted media spend focused on high-performing platforms.
Engagement
Relatable content that resonated deeply with the audience.