From the Nominator
For the third time in our history, the University of Miami is rebranding our Florida license plate. The goal of the Pride Your Ride campaign was threefold: to enable the community to have a voice in choosing our next plate, to utilize social listening technology to data-mine our audience to create behavior and attitudinal mapping and understanding, and to convert passive engagers into active engagers and purchasers of the new state of Florida plate. Since part of each plate purchase is donated to scholarships, alumni and 'Canes fans were encouraged to purchase the University of Miami plate.
The Pride Your Ride campaign is a six-month campaign with six phases of implementation. The first two phases, which are highlighted in this entry, lasted roughly six weeks. The campaign has generated excitement for a new license plate through meaningful engagement with followers across multiple platforms, including Facebook, Instagram, and Twitter. Utilizing a bracket-style competition, members of our community voted for their favorite license plate out of eight designs by choosing the winner of four head-to-head matchups. Two subsequent rounds of matchups led to the winning design. To date, the Pride Your Ride campaign has generated more than 3 million social media impressions, 24,000 engagements with posted content, and 13,000 votes across digital platforms.