Skoda recently conducted a marketing campaign in Moscow, Russia effectively combining guerrilla marketing and social media.
Proximity Russia and Skoda worked together to convert the Skoda Fabia into a hostel room with a double bed, pillows, wifi, and towels. The ‘hostel’ was placed at Izmaiolovo Park in Moscow. The campaign came at a time when there were a lot of young people traveling to Moscow for the cultural season and looking online for hostel bookings as an affordable alternative to hotels. Tapping in on this, Skoda listed the hostel room on Tripping.com where online users were offered the chance to book the ‘hostel room’ for a night. The only payment accepted were likes, tweets and shares on social media.
The guests could also take the car for a drive around the city, thereby converting each booking into a test drive.
Reportedly, the hostel was completely booked and received positive feedback from the overnight guests. Skoda successfully managed to meet its dual goal of highlighting the car’s spacious interiors and its competency on the road.
Watch the video here: