Remember “Cash Cab?” It’s the game show where unsuspecting passengers climb into a taxi and find themselves playing for cash on the way to their destination. Brands are putting their own spin on the concept, deploying custom fleets of interactive rides that promote products while offering consumers free transportation and the opportunity to win prizes. Hop in as we explore the trend.
Starting with Ladder, the workout app rolled into Miami Swim Week in May with the Ladder Quiz Cab, as part of its “Strong Girl Summer” campaign. The brand tapped “Cash Cab” host Ben Bailey to test riders on their strength training knowledge while they rode around the city. The branded car featured LED light strips around the interior, an oversized kettle bell prop and swag.
Over in Orlando, Paycom took over Disney’s Hollywood Studios for an exclusive evening event during the SHRM Annual Conference & Expo in June. Lucky clients and invited prospects were chauffeured to and from the event and hotels in “Cash Caddies” (15 branded Cadillacs), and one of them operated like “Cash Cab,” giving riders a chance to earn money for answering Disney trivia questions correctly.
During the FIFA World Cup, Candy Crush hit the streets of New York City on June 30 with Candy Cabs. The rainbow vehicles were equipped with tablets for live gameplay, and if participants beat a Candy Crush Saga level before reaching their destination, the ride was free. To book a spot in a Candy Cab, users had to scan a QR code found on Candy Crush posters or Candy Cabs around Manhattan.
Chispa, a dating app designed for U.S. Latinos, turned the heartbreak that comes from watching your favorite soccer team lose into a matchmaking campaign called “Lucky Losers.” Chispa gathered single fans at World Cup watch parties in Dallas, and at the end of the matches, sent off two fans into the backseat of a custom-wrapped Alto car to get to know each other.
A Latino streamer rode shotgun as wingman to help spark conversation, and the two participants scored dinner on Chispa if the ride went well. In the end, nine couples found a match and continued the date upon exiting the vehicle.
The Trend of the Week is coproduced with the support of Pinnacle.
