The Waze app is being promoted to potential users in a very unconventional way: the Waze has teamed with Channel 7 news to shut down a portion of the Interstate for one day. The campaign, which is taking place on July 15th, is being called "Carmaggedon" by locals.
The Waze app will certainly attract some new users on that day as it will also be providing information of motorists looking for alternate routes. This is an innovative campaign that could pay-off for the Waze app and serve as a model for future PR campaigns.
Implications - Consumers have become somewhat jaded towards advertisements as a result of their sheer abundance. To grab their attention and get them to try a new service or product require conventional thinking. Companies should leverage the power of collaborations as a means of attracting consumers in exciting ways.
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