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Vehicles + Vinyl

Ads Subsidize Car Owners

Some companies pay you to drive.

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The August 27, 2007 issue of The New York Times featured vehicle ads for which companies pay motorists, or even give their brand ambassadors free cars. In exchange for driving a car that serves as a mobile ad, the drivers receive a monthly payment, but may be instructed to park outside whenever possible, not smoke, litter or swear in their vehicle, and attend a monthly influencer event where they hand out samples or coupons. They also send reports with photographs to show where their cards have been.

The article cited venture-capital firm ARD Ventures' study that motorists and pedestrians see a vehicle's advertising message as many as 70,000 times a day. Also, it pinpointed vehicle wraps' beginning in 1993, when PepsiCo. bought the rights to paint six city buses in Seattle with its logo. Instead of putting the buses in a paint shop for six weeks, the company was persuaded by Seattle-based SuperGraphics to have the buses wrapped using a 3M vinyl. The wrapping process took two days then, but now takes just a few hours.

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