Kia may have scored some kudos and Lexus fascinated eyeballs with Extremely Bowl ads on Sunday. Yet no auto brand has taken off a publicity stunt that can compare with the one Tesla Inc. just maintained.
Elon Musk ’ s own cherry red Tesla Roadster sailed through space to the cheers of the crowd and David Bowie’ h “ Life on Mars? ” at the end of a 43-minute webcast that will drew millions of viewers Tuesday mid-day. The sports car was the payload for your flight of the Falcon Heavy rocket that will Musk’ s SpaceX launched initially.
Images of the car posted simply by Musk on Twitter and Instagram will serve as the latest example of electric-car maker’ s unconventional promotion methods. It’ s shunned traditional auto marketing and relied on its CEO’ s star power to become a $56 billion company, making it more important than Ford Motor Co.
“ When automakers buy a good ad spot in the Super Dish, they aspire to create a spectacle using a commercial. In Elon Musk’ t case, he makes the spectacle their own reality, ” said Jessica Caldwell, executive director of industry evaluation at Edmunds. “ The hype he creates with a stunt such as this is far beyond what marketing and advertising dollars can buy you. ”
The chief executive officer of each Tesla and Space Exploration Systems Corp. equipped his Roadster along with three cameras to capture exactly what Musk said on Monday will be “ epic views” because the car hurtles toward Earth-Mars elliptical trainer orbit around the sun.
“ No one” does promotion stunts better, Michelle Krebs, a good analyst with car-shopping website Autotrader, said by phone after fine-tuning into the launch. “ It was upon every cable network. It’ s i9000 like the old days of space commences. It was very impressive. ”