Vespa Drives “Get Smart” Sweeps with Subway
When Maxwell Smart and Agent 99 wheel away from danger on a silver Vespa LX 150 in “Get Smart,” the scene will likely spark an impulse among some viewers to hop on one those sleek Italian scooters themselves.
That is, of course, why the Vespa makes its dashing cameo appearance. In a campaign to push the June 20 release of the Warner Bros. feature, Vespa is running a sweepstakes through Subway restaurants to give 10 people a chance to ride their own scooter. They can register online at www.subwayfreshbuzz.com or on the Vespa site at www.VespaUSA.com starting June 2. The contest ends on Aug. 10.
The campaign aims to drive people to see the comedy based on the hit ‘60s TV series.
Anyone registering for the contest can opt to receive an e-mail message enabling them to obtain a free Vespa Soft-Touch helmet when they buy a scooter. Subway will also be blasting those e-mails to its database.
Consumers who visit a participating Vespa dealer for a test drive or a product demonstration can receive a $5 coupon for a meal at Subway.
“We hope that consumers will learn more about the benefits of scootering and how much fun and economical using a Vespa for your everyday travel is,” said Paolo Timoni, president and CEO of Piaggio Group Americas, Vespa’s corporate parent.
Vespa has plenty of movie credits on its resume, in both Italian and U.S.-produced films. This marks Vespa’s first venture into a combo promotion with a feature film and a fast food chain. Piaggio ran a Vespa promotion around summer hit “Transformers” last year.
Scooters obviously have a seasonal appeal, and more potential to spark consumer interest during the current gas price crunch.
Signage and counter cards at Subway locations and at participating Vespa dealerships trumpet the campaign.
Piaggio figures the appeal of its classic scooter crosses demographic and psychographic lines, including 20-somethings and 50-somethings, according to Timoni.
