Did you stop and read me?
A targeted ad to do just that.
Heavy traffic due to two major renovations in the area caused frustrations for:
Commuters on their day-to-day activities.
Families navigating their vacation fun.
Loss of traffic to area businesses.
To take advantage of the unusual heavy traffic at targeted detour locations with a comical meme (being sure to use an authentic photo travelers would recognize rather than stock photography) which hopefully sparked a chuckle in the reader, followed by their read of the helpful message with links to DOT detour maps and info, the local business directory and a reminder to enter for their chance to win a free stay.
Geofencing was used to target messages which not only was budget friendly but gave insight to who was traveling in the area and most likely to take action on the ad over a busy July weekend.
After all, knowing who your talking to with your message never hurts.