Back in April,
Marketing Blurb alerted readers that Volkswagen was preparing to
reintroduce the Rabbit in the US. The small car is ideal for city driving, so the agency responsible for launching the product decided to create the
Gypsy Cab Project online. For the project, a cab driver named Steve drives a new Rabbit around NY outfitted as a cab. Rides are free. Steve makes a low key pitch for the car, and the ride and passenger reaction is taped with hidden cameras. On the website, you can view outtakes from Steve’s favorite fares. This is a low-key word of mouth program—you can forward the website to your friends.
Market Blurb endorses street marketing, but the hidden camera car ride is not original, and we believe is ultimately unproductive for the brand. To be honest, the inside of the cab looks cramped. We learned about this from
Click Z.
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