The DStv kids show, Phineas and Ferb, has used Brandyourcar.com as an unusual medium for advertising in July 2013.
Brandyourcar.com selected men and women drivers, between the ages of 18 and 35, who are active on social media and renowned as social butterflies and 'cool kids' to act as brand ambassadors.
A focused social media drive engaged the target audience with tweets and posts including, 'why you aren't too old and will never be #2old4 for Phineas and Ferb! I branded my car to prove it...' and 'are you #2old4 Phineas and Ferb? Tell me why not...'
"Our new client's advertising campaign, apart from brand awareness for the channel and programme, is all about putting the fun back into our lives and challenging adults to not take themselves too seriously," says Brandyourcar.com's Jeff Ostrom. "The cars have been branded with Agent P, a cool, funny and funky character from the show, who is instantly recognisable amongst kids and parents everywhere."
Radio support
The 'you can never be #2old4 Phineas and Ferb' drive is also being promoted on 5FM and urges listeners to tweet and post with the hashtag, #2old4.
"Listeners can connect with the campaign whilst listening to the radio in their car and also by spotting branded cars on the road in Johannesburg, Cape Town and Durban," says Ostrom.
The brand ambassadors are employed full time, meaning they are active throughout the day, which ensures the branded cars get maximum exposure on main arterials and highways. The drivers have also been trained to engage with fellow drivers, friends, family and viewers and promote that Disney XD is airing brand new episodes of Phineas and Ferb every Saturday. In addition, the channel is giving away prizes on Gareth Cliff's show on 5FM.
For more information, go to www.brandyourcar.com.
