Driven media

Driven media
A Smart ForTwo with advertising.
Mini Coopers with Red Bull advertising are very common.

Driven media (or a Branded vehicle) is the practice of covering or wrapping any vehicle in vibrant, custom-designed vinyl sheets, turning a vehicle into a mobile billboard. The purpose of this is to provide advertising impressions. Popular vehicle choices are the Mini Cooper, Smart ForTwo, Nissan S-Cargo, and Myers Motors NmG.

Effectiveness

Outdoor Advertising Magazine stated that wrapped vehicles have a 97% recall rate and 96% of survey respondents thought mobile advertising was more effective than traditional outdoor advertising.[citation needed] 3M has noted that 91% of the target noticed the text and graphics on these wrapped vehicles with 80% recalling the specific advertisement. The vehicle driver becomes a representative of the brand, spreading the word to the people he comes in contact with through his daily travels, as well as handing out informational packets, brochures, and coupons to spur interest with traceable results.

References

  • "3M Controltac Plus Graphic Film with Comply Performance Series 180C". 2007-09-19.
  • “Vehicle wraps bring in the bucks” Arizona Republic (09/08)
  • “Your Ad Here, on My S.U.V.? And You’ll Pay?” NY Times (08/07)

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