We created a never-done-before virtual test drive so that consumers could experience the car months before it was available at dealerships. In the interactive action movie Darkride, viewers got to insert themselves into the film as the protagonist riding shotgun and guiding the driver (played by actor Norman Reedus) through a series of adventures in the Nevada desert and Los Angeles. Consumers could use an array of interactive features, allowing them to insert their own face into the film, record their own dialogue lines, control the camera movement in a 260-degree POV, and make decisions that alter the path of the movie so new situations arise each time. In a second step, we released the in-car talk show Darkcasting hosted by famous comedian Whitney Cummings and guests like Rosario Dawson and Christina Perri, combining content marketing, influencer marketing and local market activation as a way to recruit more fans and help turn the car into the best selling hybrid in America. We created exclusive video content, trailers, and influencer clips for YouTube and social media, as well as paid traffic via social, display, native ads, and outdoor guerilla activations in urban centers. We also ran PR initiatives that secured coverage in NYT, Wall Street Journal, Variety, Cool Hunter, Creativity Mag, Adcritic and more.