smart car is the economically savvy choice for urban drivers, however, they needed help reaching the younger demographic within big cities.
When smart asked us to promote their 2016 Road Show, we hand picked the most influential Snapchatters and Instagrammers across the country to highlight some of their favorite hidden gems in their own respective cities. These spots were chosen specifically as places akin to smart’s nimble sensibility. We used the hashtag #citysmartguide as a way for curious city adventurers to find these locations.
Leading up to the events, we pushed out updates on social media and smart’s website, as well as launching smart’s Snapchat account. As an added incentive, we asked followers to submit their own local spots using our #citysmartguide tag for a chance to be featured on our page.
The Road Show itself had huge turnouts across the country, we sold a ton of cars to our target market, and our social impressions hit an all-time high.
Agency: Razorfish NY
Role: Sr. Copywriter
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