From CP+B and VW, Hidden Cams in a NYC Cab

  |  July 5, 2006   |  Comments

The "Gypsy Cab Project" documents, via dashboard-mounted cameras, "all the things that make urban driving truly unique."

In the catalog of VW-made compact cars from the 70s, the Rabbit may not be as iconic a vehicle as the Beetle was, but that doesn't mean a reborn version of it won't hop off dealer lots.

At least that's what the carmaker hopes as it prepares to re-release the bunny in 2007. As part of its early marketing efforts for the model, creative agency of record Crispin Porter + Bogusky has launched a video-rich site meant to engage Web users and position the Rabbit as an ideal vehicle for city drivers.

The Gypsy Cab Project centers around Steve, "a filmmaker from Colorado who has never driven in New York," and his task of driving around the city in a Rabbit fitted out like a cab while offering free rides to strangers. The project, the goal of which is to pick up 100 fares in two weeks, describes itself as "an attempt to uncover and document (on hidden cameras) all the things that make urban driving truly unique."

Via two dashboard-mounted cameras, voyeuristic site visitors can watch Steve's "favorite fares," including two girls from Switzerland freewheeling around the city and a West Virginia family whose patriarch spits tobacco juice out the window.

"This is a cultural experiment to learn about city driving," said CP+B Creative Director Rob Strasberg, who added that the effort has received minimal promotional support. "We’re running ads in NYC pubs like TimeOut and on Web banners. Mostly it's word of mouth and word of Web."

Since the project started, CP+B has hired Steve as an in-house director, editor and "comedian." The company discovered him after learning of his Denver cable access TV show, in which he interviewed local people of interest in his pick-up.

And what of the New York Taxi and Limousine Commission? Did it have any objection to the project? Not a problem, said Strasberg. "The rides were for free so there wasn't any conflict."

ClickZ Live San Francisco August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...