The world's smallest car uses the simplest form of communication to get consumers in the electric drive.
The smart car may have brains, but it doesn't have the big budgets of its bigger competitors. So it relies on nimbleness. A great example came in August 2014, when the brand disrupted a national test drive tour of urban centers, to get national attention for an unexpected one-day stunt.
It was the summer of the Yo! app – which broke records by gaining over a million downloads in one day. Realizing the opportunity, we took over two bus stops in San Francisco and gave anyone that Yo!'d us from those locations a free ride in the smart electric. In a tongue-in-cheek fashion, we proudly trumpeted the "World's first Yo-powered test rides."
What seemed like silly fun drove some smart results, with over 100,000 views of the recap video, leading to 581 consumers contacting dealerships for their own "test-ride". In addition, millions of free PR impressions drove broader awareness. Yo!
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