Launching a new product is hard. Making real noise at SXSW is harder. I helped Gotcha do both at once, introducing the brand’s new product—an electric trike—by having the CEO ride it from Tallahassee, Florida to Austin, TX.
We shared the experience in real time via social media. The trip culminated in a two-day event where SXSW attendees could try the brand’s products and screen a short documentary that chronicled the trip. The concept got picked up by the likes of Fast Company, The Verge, AdWeek and other national outlets.