Norfolk Southern needed a regional campaign to incite people to think smart around railroad crossings. Because scare tactics and PSAs weren’t connecting with the key audience (youth males, 16—24), a different approach was critical.

A Facebook Page was created for the campaign mascot, Brainy, who embodies the absurdity of being careless around railroad crossings. Geo- and age-targeted Facebook Flyers were run to encourage other Facebook users in the target audience to check out Brainy at local events.

• Brainy acquired 285 Facebook Fans within three months of launch.
• Generated 20,195 direct interactions with Brainy at events in the target city.