Colorado Wins Award for Online Driver’s License Renewal Campaign
The American Association of Motor Vehicle Administrators (AAMVA) has given Colorado an award for the Best Use of Social Media for its “Save Time Renew Online” campaign. The campaign, launched jointly by the Colorado Department of Revenue’s Division of Motor Vehicles (DMV), Donor Alliance, and Colorado.gov, has encouraged Coloradans to renew their driver’s licenses online — thus reducing foot traffic to DMV offices — and has increased the number of registered organ, eye, and tissue donors, as a press release notes.
The star of the “Save Time Renew Online” campaign is a fictitious character named Guy VROOM, “a comical, mullet-wearing ‘dude’ stuck in the 1980s,” according to the press release, with the joke being that he looks that way because by renewing his license online, he is able to keep using his old photo, circa 1985.
The press release explains how the campaign worked:
Social media outlets like Facebook, Twitter, YouTube and foursquare were used to boost the visibility of the lovable Guy VROOM character. There, he shared the messages of online license renewal and organ and tissue donation, and interacted directly with consumers. Contests were held to drive interest in the pages, and Guy VROOM’s following rapidly increased.
Mike Dixon, a spokesman for the Colorado DMV, said that as a result of the campaign, 12% of all driver’s licenses in the state are now renewed online, and 160,000 fewer people visit the DMV offices, resulting in better customer service:
This campaign was born out of our need to increase participation in online license renewals to assist in reducing increased customer volume in our driver’s license offices as a result of simultaneous expiration of both the 5- and 10-year licenses in 2011 through 2015. We are so pleased that we hit the mark with this creative program…
On Guy VROOM’s personal Facebook page, it says he went to the School of Hard Knocks in San Francisco, where he was in the Class of 1998. In the “about” section, “Guy” writes that his mission is to let Coloradans know they can save time and renew online, and the page shows that he registered to be an organ donor in 2012. There is also a public Guy VROOM page, where among other things, he posts that T-shirts are available, and the $12 they cost will go towards educating Coloradans about organ, eye, and tissue donation.
The PACE Awards exist to recognize North American motor vehicle, law enforcement, and traffic safety agencies’ excellence in public relations, public affairs and consumer education excellence — specifically their creativity, cost effectiveness, and the ability to reach consumers, according to AAMVA.
You can see one of the “Save Time Renew Online” campaign’s public service announcements here: