The use of the body of the BMW Smart as support of advertising is now common. Vueling, a Spanish low-cost airline company, enhanced the concept by adding an amount of interactivity.
During 3 weeks, in November 2007, a 220 Smart which had been redesigned with the colors of Vueling, crossed the streets of Paris. The message was to invite people to take a photo of themselves with their mobile phone and to send it by MMS (Multimedia messaging service). The photos are posted on a Web site and the sender participates to the lottery to win travel opportunities.
This interesting example of an integrated campaign is showing how brand use can be more interactive to gain consumer interest.

vueling