DC METRO REWIND
SITUATION
Few industries faced as lasting an impact from COVID-19 as public transportation. In Washington, D.C., the drop in ridership was especially steep, driven by the shift to remote work among federal employees. With daily commutes no longer a necessity, how could marketing possibly reignite interest in taking transit?
INSIGHT
Behavioral research revealed a clear insight: the key to increasing ridership was improving customer satisfaction. The catch? Regular riders were already aware of Metro’s progress—fewer delays, enhanced service, and cleaner trains. In fact, satisfaction levels had reached an all-time high.
The challenge lay with former riders. Many still held outdated, negative perceptions of Metro, shaped by experiences from six or more years ago—long before the improvements took hold.
Changing those perceptions wouldn’t be easy. So instead of trying to shift opinions through messaging alone, we tapped into a more powerful force: peer influence. We rallied our loyal riders, encouraging them to share their positive experiences and become advocates for the new Metro.
OPPORTUNITY
In 2023, WMATA gave Metro riders an annual ridership recap—informative, but not exactly unforgettable. So for 2024, we asked: what if we reimagined that data as something more personal, more meaningful? Not just a record of where riders had been, but a reflection of who they are.
Enter Metro Rewind—a vibrant, insightful, and highly shareable experience created in partnership with WHITE64. Together, we transformed trip data into a celebration of personality, showing just how deeply WMATA is woven into life in the DMV.
Your ridership habits revealed your unique Metro Persona—were you an Explorer, a 9-to-5er, a Social Butterfly?
Your most-visited stops unlocked hand-picked local recommendations—hidden gems that aligned with your distinct Metro journey.
And your stats? They became brag-worthy. Riders weren’t just using Metro—they were claiming it, comparing it, and turning everyday commutes into something worth sharing.
RESULTS
Backed by in-system signage, paid social, and influencer support, Metro Rewind took off fast:
- Over 70,000 visits on launch day alone, and more than 150,000 total.
- #MetroRewind quickly trended locally as riders shared their personalized recaps—turning it into a viral workplace challenge.
- The campaign generated over 7.4 million media impressions across social, digital, and broadcast platforms, with coverage from major outlets including ABC and FOX affiliates.
More than just a transit tool, Metro reasserted itself as a shared cultural touchstone. And with ridership on the rise, Metro Rewind has laid the groundwork for an even more personal and powerful experience in 2025.
Monthly Ridership
Total Distance
Neighborhood Recommendations
Social Reaction
In-Station Promotional Signage
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