New Media. New Ideas.

It isn't enough these days to simply create a message, send it out and hope for the best. In today's radically changing media landscape where the audience is invited to participate, the say-and-spray method of the past is not the tried and true approach it once was.

In the case of the Southeast Wisconsin Transit Systems, our client's charge is to build a brand image around an alternative to driving, in addition to increasing ridership on the six bus systems.

We view the new media as a new way to reach out to a young and emerging audience base. To take a page from Marshall McLuhan, the medium is the message.

So our most recent marketing campaign is all about inviting transit advocates to make the media. After all, who knows the reasons for riding the bus better? And, with the advent of easy-to-use technology (phones, digital cameras, editing software and fancy personal computers) and a savvy demo bathed in bits, it's the natural marketing extension.

That's why we invited riders to tell – no, show us – why people should ride the bus with a make-your-own video contest. Go to www.yourotherwheels.com to see the details. To reach the demographic, we partnered with a hip (hop) radio station and utilized the popularity of their morning DJ. In addition, online advertising at targeted sites such as myspace.com and e-mail marketing became the primary tools of engagement.

It's a departure from the traditional approaches, but we are lucky enough to have a client that sees the future and isn't afraid to get on board with it.