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Marketers target the motorist

Non-traditional marketing normally conjures up the idea of blogs, wikis or podcasts to promote a brand or product.

But for one agency in the US specialising in less conventional marketing it means advertising their clients’ brands on people’s privately-owned cars.

FreeCar Media has reportedly signed up 4,000 car-owners who are happy to turn their vehicles into mobile billboards by emblazoning a brand, a logo or a slogan on its side.

As the cars journey around, they advertise the brands on the portfolio of the Los Angles-based agency to as many as 70,000 people a day, it is estimated.

And the exercise is also worthwhile for the driver.

As long as the motorist obeys certain rules, like not smoking, littering or swearing behind the wheel, they can earn up to £400 a month.

The marketing agency estimates that they are around 150,000 vehicles driving around the US advertising a brand, but this figure includes commercial vehicles and city buses.

The concept of car ads has now spread to private sector firms which rather than get a stranger to drive around, enlist one of their employees to do so instead.

According to the Independent, Phoenix-based Jobing.com, a recruitment firm, pays attractive bonuses to staff who agree to carry the company’s logo on their vehicles.

Strict driving policy is insisted upon, however, and one staff member who was caught speeding had his car unwrapped of messages before it could cause any unwanted publicity.

Aug 29, 2007
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