logo
How Amtrak used '90s monster truck commercials to make its top Instagram post of all time

How Amtrak used '90s monster truck commercials to make its top Instagram post of all time

Fast Company3 days ago
Are you flying this summer? If so, Amtrak has a message for you: Don't be ridiculous.
That's the opening manifesto of the company's new ' Summer train-tacular ' spoof ad, which is currently raking in hundreds of thousands of views across Amtrak's social media platforms. The video hypes up Amtrak's California Zephyr (Chicago to San Francisco), Coast Starlight (Seattle to Los Angeles), and City of New Orleans (Chicago to, you guessed it, New Orleans) train lines and takes a few pointed shots at air travel—all in the style of the comically macho, over-the-top Monster Jam monster truck ads of the '90s.
'Little bags of pretzels? No way! Tiny windows? I don't think so! Middle seats? Get outta here! Take the train instead,' the narrator shouts, adding, 'Over 18 inches of seat—but you'll only need the edge!!!'
So far, the Monster Jam parody has garnered 418,000 views on Instagram and nearly 7,000 comments, making it Amtrak's top engaged Instagram post of all time. Across all Meta platforms (Instagram, Facebook, and Threads), the post has notched nearly half a million shares. These are huge numbers for Amtrak, which, according to senior social media specialist Naleen Camara, tends to net around 100 comments on the average social post.
Jessica Davidson, vice president of digital and brand management at Amtrak, says train-tacular is just one example of how Amtrak is currently shifting its social media strategy as it enters 'a new era of rail.' Amtrak is currently in the process of building new high-speed rail lines, upgrading its train car design, and renovating its stations—all in an effort to double its 2024 record of 32.8 million annual riders by 2040. Now, Amtrak is betting that one way to meet that goal is convincing digitally native users to choose train travel over flight, one silly video at a time.
Amtrak ups its social media game
To some, a Monster Jam spoof might seem like an out-of-character move for a relatively staid legacy brand like Amtrak. But a similar blend of unhinged, chaotic, and irreverent humor has helped brands across a spectrum of industries—like Duolingo, Pop Tarts, Nutter Butter, and Pine Sol —stand out on social media amidst an endless sea of other brands.
Camara says Amtrak has been slowly infusing some of these tactics into its social content over the course of several years, looking to see what sticks. As a Gen Zer herself, she's particularly aware of how much marketing content young users are exposed to on a daily basis, and how difficult it can be to break through to them.
'It takes a lot to stop the scroll for a digital native when they become so expectant of [polished, done-up] content from a brand,' Camara says. 'We're really starting to pick up on that, and leaning into what is going to stop you, what is going to make you lock eyes with me. That's resulted in these more unconventional posts.'
This experimental approach has resulted in several social media wins for Amtrak. In 2022, the company raked in 152,000 likes on X for simply tweeting the word 'trains,' resulting in a flurry of other companies like McDonald's, NPR, and NASA copying the one-word format.
This January, Amtrak scored a hit TikTok with a video of two hot dogs (one of the train service's popular menu items) moodily gazing out an Amtrak window with the caption, 'us in another universe.' The video currently has 1.2 million views and over 134,000 likes. An, more recently, Amtrak has been leaning into a new tack to set itself apart: taking a few lighthearted jabs at the airline industry.
In March, Southwest Airlines' loss became Amtrak's win when, after the air carrier announced the end of its bag fly free policy, Amtrak received 53,000 likes on the tweet, 'guess we're the only ones doing free baggage now.' The sassy comment hints at a broader marketing effort on Amtrak's part called Retrain Travel, which aims to attract new riders by emphasizing the amenities and experience factor of rail travel over other potential options. With 'train-tacular,' Amtrak appears to have perfected that formula.
How Amtrak sparks joy
As Amtrak's social media team was brainstorming ideas for summer content, Camara says, they needed a format that could highlight the superiority of train travel while appealing to Gen Alpha, Gen Z, and Millennials at the same time. The challenge, then, was 'trying to invoke excitement between these groups that, on the surface, seemingly don't have much in common.'
'In this instance, the-tie in truly was nostalgia and trying to touch that distant memory of an experience that you wish that you were a part of,' Camara says. 'We drew inspiration from retro monster truck commercials, because they were really able to cut through the noise.'
As 'train-tacular' took off, Camara adds, the team even noticed a tone shift in the brand's comments. The video seems to have unlocked a sense of unbridled enthusiasm for Amtrak among younger commenters. 'BE THEERRRRREEEEE,' one user wrote. 'OH IM PUMPED UP BABY,' another wrote.
The response is a positive sign for the company's efforts to entice young riders: 'The sooner people can experience Amtrak, the better as a great way to travel,' Davidson says. 'We absolutely want to absolutely appeal to the next generation of travelers.'
Still, Camara says, Amtrak isn't about to go off the rails into full chaos-mode anytime soon.
'In general, when it comes to having these viral moments, it is amazing, and you truly are on this high, but at the end of the day, you can't lose sight of what works and what messaging is core to you and your brand,' Camara says. 'If every single post is Monster Truck, then nothing is Monster Truck.'
Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

Dolly Parton Puts Songwriting ‘On Hold' Following Husband's Death
Dolly Parton Puts Songwriting ‘On Hold' Following Husband's Death

Yahoo

time31 minutes ago

  • Yahoo

Dolly Parton Puts Songwriting ‘On Hold' Following Husband's Death

Dolly Parton has revealed she's stepping back from songwriting in the wake of her husband Carl Dean's death on March 3, sharing that she's not yet ready to embrace the deep emotions that writing brings. The country legend opened up about her decision during an appearance on Khloé Kardashian's Khloé in Wonder Land podcast, where she reflected on her creative process and how grief has affected it. More from Billboard Benny Blanco on Wedding With Selena Gomez: 'It'll Be Chill' 'Pride & Prejudice' Film Soundtrack Bewitches the Charts With 20th-Anniversary Vinyl Reissue Fred again.. Releases 'Victory Lap' Remix Featuring Denzel Curry 'My husband passed away three months ago… Several things I've wanted to start, but I can't do it. I will later, but I'm just coming up with such wonderful, beautiful ideas. But I think I won't finish it.' Parton continued, 'I can't do it right now because I've got so many other things that I can't afford the luxury of getting that emotional right now. So there are times like that, things like that that will start here a little bit, but I'll write something else, though, if it comes. So I'm just putting that all on hold.' Parton also spoke passionately about her lifelong love for songwriting, calling it her 'joy' despite being her career. 'It happens just to be my job, but it is also my joy,' she said. Dean passed away in March at age 82. The couple shared one of music's most enduring love stories, having first met outside a Nashville laundromat the day Parton arrived in the city to pursue her dreams. They married two years later and stayed together for more than six decades. 'Carl and I spent many wonderful years together,' Parton wrote on social media following his death. 'Words can't do justice to the love we shared for over 60 years. Thank you for your prayers and sympathy.' Despite the hiatus, Parton has stayed busy with projects including her Dolly: An Original Musical and various philanthropic ventures. Still, she made it clear that when the time is right, her pen will find its way back to paper. 'Everything begins with a story or a song… I think that's one of the reasons I love to write, because I feel like I'm so connected to God right then,' she said. Best of Billboard Chart Rewind: In 1989, New Kids on the Block Were 'Hangin' Tough' at No. 1 Janet Jackson's Biggest Billboard Hot 100 Hits H.E.R. & Chris Brown 'Come Through' to No. 1 on Adult R&B Airplay Chart

People Who Dated The "Bad Boy" Or "Bad Girl" In High School, How Did They Turn Out Later In Life?
People Who Dated The "Bad Boy" Or "Bad Girl" In High School, How Did They Turn Out Later In Life?

Yahoo

time34 minutes ago

  • Yahoo

People Who Dated The "Bad Boy" Or "Bad Girl" In High School, How Did They Turn Out Later In Life?

For decades or possibly even centuries, dating the "bad boy" or "bad girl" has been perceived as a rite of passage for most teenagers. Whether it's the allure of rebellion or simply angering (or worrying) a parent or guardian, young people are inexplicably drawn to dating a person that others don't approve of... So, we want to know: If you dated the "bad" boy or girl in high school, how did they change when they became an adult? Or did they change at all? If you dated your school's "rebel," feel free to tell us how they turned out using this anonymous form! Related: Maybe you dated a "bad" person who completely turned their life around while they were still young and became a highly successful individual or pillar of their community? Maybe the two of you even continued your relationship? Related: Maybe the "rebel" wasn't actually a "bad" person but rather came from a toxic home and eventually received the help and support they needed? Maybe this person maintained their "rebellious" lifestyle for many years, but eventually changed their entire life (perhaps even after some trouble or mishaps)? Or perhaps this person (sadly) continued on a path of self-destruction and poor decisions that ultimately led to irreversible negative consequences? No matter what happened, we want to hear the story! Which is why I'm asking those who dated a "rebel" as a teen: How did the "bad" boy or girl in your high school turn out later in life? Tell us in the comments below or anonymously using the form below. Your response could be featured in an upcoming BuzzFeed Community post. Also in Community: Also in Community: Also in Community:

Sedgwick County Fair kicks off in Cheney
Sedgwick County Fair kicks off in Cheney

Yahoo

time39 minutes ago

  • Yahoo

Sedgwick County Fair kicks off in Cheney

CHENEY, Kan. (KSNW) — The Sedgwick County Fair is underway. The annual fair held in Cheney opened at 7 a.m. It runs from Wednesday through Saturday. The fair features everything from a parade, demolition derby, petting zoo, carnival, and music. No fair would be complete without food. Over 15 different vendors will be on hand serving food, drinks, and treats. Events are happening throughout the day, culminating in the annual parade along Cheney's Main Street, starting at 6:30 p.m. Jay Leno to host comedy show at Prairie Band Casino & Resort A staple of the Sedgwick County Fair, the Pride of Texas Carnival, returns and will operate all four days. There will also be a variety of vendors offering handmade goods. Friday is KSN TV 3 Day at the Fair. The Sedgwick County Fairgrounds are located at 308 S. Main St. on the south side of Cheney. For a full schedule of events or to see all of this year's attractions and events, visit Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into a world of global content with local flavor? Download Daily8 app today from your preferred app store and start exploring.
app-storeplay-store