Anything but a Flat

Being stuck with a flat is always daunting. Even more so for the 70% of millennials in the U.S. today that don’t know how to change a tire.

Armed with the knowledge of our target audience’s lack of tire changing skills as well as their penchant for participating in social polls, we put together a classic game of “Which is worse?”. Utilizing Twitter polls, we pitted the unfavorable experience of getting stuck with a flat up against other equally distasteful things such as spilling a drink on yourself at work, going to a team-building exercise or making an overdue visit to the dentist.

Within 48 hours of the polls going live, we had over 15 000 respondents. The results were unanimously in favor of flat tires being the worst with 65% of the votes. Essentially, our target chose anything but a flat.

We followed up the social polls with video content that then humorously reenacted the final results of the polls and promoted DriveGuard’s run-flat technology – driving home to our audience that if they switch their tires, they would never have to make that impossible choice.