Wilmington-based Carvertise and NBCUniversal are ending ongoing promotion for season 19 of the Bravo Network project track.
The entertainment company has partnered with Carvertize to create a mobile marketing fleet of Uber and Lyft vehicles, wrapped in Bravo’s Project Runway brand. The vehicles were driven through the fashion capital, Manhattan.
The vehicles feature the portraits of the show’s stars, mentor Christian Siriano and judges Elaine Welteroth, Nina Garcia and Brandon Maxwell.
“Not only do these cars turn heads,” says Greg Star, co-founder of Carvertize, “but they are attracting a lot of buzz” and generate around seven million impressions in just one month. ”
Star says the entertainment industry is a good choice for ridesharing campaigns because the medium is more eye-catching and interactive than typical outdoor marketing. He notes that other entertainment giants, including Netflix, have recently launched campaigns with Carvertize.
According to a statement from Carvertise, companies can benefit from this active platform is that media and entertainment companies can take advantage of “swarm events,” where their cars congregate at large gatherings, such as sporting events and concerts / festivals, raising the profile of their advertising.
With data tracking technology and GPS, partners have the ability to view metrics, the release noted.
“The Manhattan people are big fans of fashion – and Project Runway,” Star noted, “and Carvertize is delighted to contribute to the success of the show.