After launching in the New York market in August, the app is trying to make a big splash in the big city by providing unique experiences for users who book rides on April 1.
Instead of pranks, Gett, a mobile app for booking cars and taxis, says it is giving New Yorkers the chance to #GettAnything on April Fool's Day.
Crafted by creative agency DDB New York, the #GettAnything promotion offers New Yorkers what Gett calls "an unforgettable in-car experience on April 1."
Interested parties can browse 10 available experiences and hashtags on the app homepage. They include #GettRoasted, #GettFamous, #GettMuscle, #GettTatted, and #GettBananas for rides with a comedian, paparazzi, bodyguards, a tattoo artist, or a monkey. Users can also try to create their own experience with the #GettAnything hashtag, says Brooke Moreland, head of marketing at Gett.
In order to participate, users must download the Gett app on their iPhone or Android devices, schedule a pickup, and include the hashtag for their desired #GettAnything experience in the "more details" section.
"Some experiences will be cool, some interesting, some weird, but all of them unforgettable," Gett says.
The #GettAnything experiences will kick off at noon on April 1 and run for eight hours.
The monkey, however, "couldn't work a full eight-hour day," and was already booked up as of March 31, says Joe Cianciotto, executive creative director at DDB.
Gett will try to make sure all interested parties get an experience, although they may not receive their first choice of time or service, Moreland says.
She did not disclose the number of experiences that had been pre-booked, but says Gett already has bookings for all of the categories.
#GettAnything will include eight cars with some cars doubling up on experiences.
"The idea is that everybody else will be punking you on April Fool's Day, but we're delivering," Cianciotto says. "The idea is to amplify the experience and accessibility of Gett cars and we thought, 'How great would it be on April Fool's Day, when people are not delivering, to let you get anything on this day and make it our holiday?'"
Gett is part of GetTaxi, a car service app available in Israel, Russia, and the U.K. It launched in the U.S. in August. New York is Gett's first U.S. city. The app has 2 million global users and 100,000 in New York.
So far, Gett hasn't done a big push to get its name out and "[wants] to amplify the experience [of the luxury black car app] by doing cool stuff," Moreland says.
The effort targets everyone in New York who takes car services or taxis, but has slightly more focus on Manhattan, she adds.
In addition, Gett says DDB New York's social media team will accompany participants on their rides and film the experiences "in order to share the experience with Gett and the participants' social networks."
Gett has 87,000 likes and 2,500 followers.
The effort has been promoted via out-of-home ads that launched March 31.
Additional promotion includes a media partnership with AM New York.
Gett says it has 10 fleet partners with more than 3,000 drivers in New York.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
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