The best marketing gets the consumer involved in the product/service. This isn’t always easy to do, especially when it comes down to pushing one distinct message. In the case of Smart Car they wanted tell the story of how their new drive system is super responsive, but wanted to get the consumer in the car.
In one genius swoop at the IAA in Frankfurt they implemented “Smart EBall” a pong based video game where the cars are the controllers. The promotion got butts in seats and the consumer involved in the product!