Press Trial Drive for the smart fortwo
The smart brand is anything but standard. This is why when smart approached OSK to develop a press trial program for the new smart fortwo the end result had to be anything but standard. OSK drew inspiration from the playful nature of the smart brand and transformed the typical press drive program into an engaging event filled with competition.
In lieu of a traditional test drive route, OSK ignited the competitive side of the journalists by challenging them to a scavenger hunt throughout Portland, Oregon. Journalists had to follow clues and complete tasks around the city, which took them on a fun and enjoyable tour around different areas in Portland. To help guide the journalists OSK integrated the use of the new “cross connect” app during the Scavenger hunt as a navigation tool. At the end of the day the team with the most points was awarded a prize.
The format of the scavenger hunt definitely awakened and inspired the journalists to connect with the car and the program, as opposed to just taking it on a drive. It also unified the participants through competition and team building in a way that no other drive event had before.
The unexpected day was capped with a memorable dinner experience featuring a great presentation by special guest Anette Winkler, head of smart worldwide, some fun cooking and dessert stations (like a nitrogen ice cream station), and activities like pool tables and shuffle boards. Overall the program was a very successful representation of the fun and colorful smart brand.
