Los Angeles Metro is capitalizing on a cheeky internet trend, launching merchandise and actively engaging with the public under the slogan “Ride the D.” This campaign coincides with the upcoming May 8th opening of a four-mile extension of the D Line subway, finally bringing transit access to Beverly Hills after decades of planning.
The Origins of the Trend
The phrase “Ride the D” originated as an inside joke among transit enthusiasts online, particularly on platforms like Reddit and X, referencing the subway line’s letter designation. Rather than ignore the playful innuendo, LA Metro has fully embraced it, selling black “Ride the D” t-shirts for $21 and crop tops for $20 through its online store. The agency is also actively responding to users on social media, doubling down on the viral moment.
Why This Matters
This approach is notable because transit agencies rarely lean into suggestive humor. Metro’s willingness to play along demonstrates a shift towards more engaging and culturally relevant marketing. The campaign has quickly gained traction, proving that even bureaucratic entities can benefit from understanding and participating in internet culture.
Historical Precedent
This isn’t the first time a transit system has faced a similar situation. In 2007, Seattle’s new streetcar line was also given a sexually suggestive acronym (the South Lake Union Trolley), though it didn’t generate the same level of online enthusiasm. Metro’s success suggests a more savvy understanding of how to leverage internet humor for public engagement.
This campaign highlights a broader trend: transit agencies are increasingly realizing that humor can be an effective tool for destigmatizing public transportation and attracting riders.
The “Ride the D” campaign is expected to continue gaining momentum as the subway extension approaches, with two more westward extensions planned for 2027 and 2028. Metro’s willingness to embrace the joke has turned a potentially awkward situation into a viral marketing win.
