Soylent @ SXSW 2017

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For SXSW 2017, Soylent declined traditional pedicab advertising (with full wraps, panel ads, or whatever), and they instead used a uniquely novel way to promote their meal replacement drink. “How about a pedicab pop-up adventure?”

Soylent selected the following options for their campaign:

Distribution, Driver branding, and Driver-for-hire, from our Driver engagement menu. Three pedicab drivers were provided Soylent-branded t-shirts and hats, and they provided Soylent brand ambassadors free rides to the busiest parts of downtown Austin for 2.5 hours (from 10:45 AM to 1:15 PM) on one day, for a total of 7.5 hours.

They posted at the areas with the highest pedestrian traffic during a 2.5-hour lunchtime window and distributed free drinks to anyone interested. Soylent’s novel idea was a winner.

Here’s some exciting amateur footage:

Their campaign is part of our Non-alcoholic beverages portfolio. (We also worked together in Fall 2017 and ACL 2017.)