We created custom smart-branded signage and seats, which were installed at two busy locations in San Francisco. The signage prompted people to Yo! for a test ride anywhere in the city, instead of waiting for a bus.

Both locations had a unique Yo! Account, and every time we got a Yo!, a smart electric drive arrived within three minutes.

The live activation was syndicated throughout the day on smart’s owned channels, with paid targeting furthering its reach. And a humorous recap video was filmed on the day, which was later released on the brand’s YouTube channel.

What seemed like silly fun drove some smart results, with over 100,000 organic 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.