I'm under the impression that New Yorkers live under the constant threat of any cab they get picked up in tranforming into the mobile-disco that is the Cash Cab. Innocent New Yorkers just looking to go up to Brooklyn live in fear that they will get assaulted by flashing lights, loud sirens and be yelled at by comedian Ben Bailey who will then throw money at them for getting trivia questions right.
Now, Trident's promising a free ride as part of the launch of their new Cool Mint + Melon Fresco gum. They've essentially told New Yorkers, "Show up at Times Square today. Bring the gum. BOOM: free cab ride."
This is a great extension of their "Trident Layers is so good you'll want to get paid in gum" national campaign. But is it too much for fragile New York cab riders to handle? Will people lose all hope when they show up the day after the promotion with knock-off layered gums? What happens to the wise guy who shows up with spearmint or Bazooka Joe? Will they be denied a free ride? Poor, poor New Yorkers.
As far as marketing value goes, I'd love to see this trend of continue so that when I finally decide to make a trip to NYC, all I'll have to do for a free ride is flash a few items or wear the right color socks and it's off to Chinatown!
Hell, this seems like a surefirehit for NY tourism. Free rides to the sights? I'm looking at you, Bloomberg. Make it happen!
So now I'm wondering, what other brands would benefit from the free taxi ride gimmick?
Sean Sutherland Associate Account Executive/Future Cash Cab Contestant