A perfect fit
During the Toronto AutoShow, Smart capitalized on the unique size and motion of a cement truck's revolving drum to pay off one of its main benefits – nimble tight turning. City cement trucks became mobile rotating billboards in high-traffic areas and reached thousands of pedestrians and drivers around the Toronto AutoShow with only a slight detour to the trucks intended route.
Something for the fans
As an added perk for those already following Smart on Facebook and Twitter, posts encouraged people to keep watch for the trucks, since sharing a snapped photo could win free tickets to the AutoShow.
3.6 million impressions
From national newspaper coverage, Twitter, Facebook and blogs the earned media was incredible for this project that cost less that $10,000.