Oracle Trolls The Competition With Free Tesla Rides - Event Marketer

Oracle Trolls The Competition With Free Tesla Rides

db_ex-2017_guerrilla-or-street_gold_oracle
Brand: ORACLE
Agency: DIVISION BLACK
Awards: EX AWARDS — BEST USE OF GUERILLA/STREET MARKETING
Year: 2017

Ride Experience 2016 brought Oracle out of the cloud and onto the ground in an experience that trolled conferences across the country offering attendees free rides on branded Teslas back to their hotels, the airport or wherever they were headed. The engagement ignited conversation and shareable moments and helped make a dent in those long cab lines at the end of the day. Tech-geek conference attendees, regular attendees, VIP influencers, speakers and tech influencers on social, especially Twitter, all came along for the ride.

Oracle chose the Tesla Model X and S vehicles for their high-tech sophisticated technology on the road. After all, what’s better than a car with falcon doors and driving modes like “ludicrous” and “insane?” Each was wrapped with Oracle flair and equipped with a mobile photo booth for passengers to document and share their experience via text, email or Instagram. During breaks at each conference (HR Tech, Workday Rising, Strata+Hadoop World, Microsoft Ignite and re:Invent), the cars were strategically staged at conference center entrances, hotels or hot spots on the conference agenda.

The word about Oracle’s free rides quickly spread through the crowds of people lined up for cabs and other ride-sharing services and people began pre-arranging rides in person or on Twitter using @OracleFreeRides and #OracleFreeRides. At some conferences an out-of-home campaign complemented the program and some of the cars featured Snapchat Spectacles and red interior lighting for nightlife activities.

The campaign offered more than just a free ride. It delivered more than four million media impressions and 250,000 Twitter video views during 650 rides.

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