Market:

Washington, D.C.

Solution:

Five fully-wrapped Priuses provided free rides to all BookExpo America (BEA) attendees at the Washington D.C. Convention Center. Each Prius was equipped with an Internet-enabled laptop to allow passengers to try Google Book Search during their ride. Drivers were local experts who transported attendees to local hotels, restaurants, tourist attractions and hot spots. Drivers encouraged passengers to visit the Google booth inside the convention and passed out postcards with Google’s booth number. A Field Manager received the client’s special ride requests and dispatched them to drivers for quick completion.

Campaign Details:

• Five fully-wrapped Toyota Priuses, one Internet-enabled laptop computer in each Prius. Priuses were driven along targeted routes surrounding the Convention Center for 10 hours a day for three days
• Google Priuses infiltrated the long taxi line at the Convention Center, picking up grateful attendees for free rides to their various local destinations.

Results:

• Over 540,000 impressions generated
• “FreeCar has provided us an excellent service for this project. We truly appreciate your hard work! Again, your company was amazing at BEA,” – Rie Hirabaru, Google Inc.

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