App Launch Marketing Experiment

The app will be marketed in two phases. The first phase will target riders at stations, stops and while riding the bus using printed posters. The second phase will be a broad social media campaign online. The app and campaign will be pitched to local media.

The purpose of this experiment is twofold. First, we want to promote the app for use by riders. Second, we want to collect data about app awareness and adoption and we hope to compare between users we reliably know to be riders and a broader population.

Questions we want to answer:

1. Do riders want the app?
2. Does social media increase awareness?
3. Does social media increase adoption?