The use of humor in social media spaces has for some time been an acknowledged strategy for building an audience. And, most people would agree that it is hard to build excitement or interest in dry lectures about best practices.
The Washington State Department of Transportation last month decided to leverage the holiday season to make a few points about driver behavior by crafting their messages under the guise of celebrating Festivus, the fictional holiday featured in the Seinfeld comedy series of the 1990s. Part of the “traditional” Festivus celebrations includes the “airing of grievances,” along with displaying feats of strength.
[Full disclosure: I formerly worked for WSDOT and as a former state resident generally follow their social media channels.]
So WSDOT took to Twitter Dec. 23, 2015 and announced it was celebrating Festivus 2015 by airing a few grievances. Jeremy Bertrand, WSDOT’s digital and social media guru, reported that the “grievance” airing went well and that from WSDOT’s perspective the public enjoyed the messages, and in some cases joined in by airing grievances of their own.
WSDOT assembled a large compilation of their Festivus messages and the public responses over at Storify.
By using the Festivus theme WSDOT was able to highlight risky behaviors, bad habits and other actions that typical motorists sometimes use that contribute to safety concerns and maintenance issues. This is not the first time a state DOT has talked about these issues, but using humor and connecting with a pop culture event like Festivus helped communicate the messages in a more acceptable way.