90 Minutes for Whatever How to convince college students to take the train. By Kirsten Dickherber Share via Facebook Share via Twitter Share via LinkedIn Share via Email When the Wisconsin Department of Transportation asked us to get Milwaukee and Chicago college students to ride the Amtrak Hiawatha line, we knew we had to create something that would cut through the campus clutter and raise a few eyebrows. So, how do you get busy college kids to take the time to look at something not on their phone? By putting a mirror up to their deepest desire: (No, not free alcohol) Free time. A glorious, hour-and-a-half of sweet solitude where they can do what they please. Whether that means going to town on a can of cheese or panic-studying 100 flash cards on Napoleon Bonaparte – it’s 90 minutes for whatever. To get said students to stop and absorb our message, we placed posters on Milwaukee and Chicago campus bus shelters to show them – in aggressive detail – exactly what they’re missing. The Amtrak Hiawatha isn’t just a really long carpool to take you from city to city, but your daydream chariot, your nap throne, your #90MinutesForWhatever. For more tips and insights on how to take your marketing from now to next, subscribe to our newsletter or contact Nicole Stone – Senior Vice President, Business Development at firstname.lastname@example.org or 414.270.7235.