SLAY CAR OWNERSHIP

After seeing an increase in monthly bookings driven by recent product improvements, our team was tasked with creating a marketing campaign to highlight this facet of the product. With the launch set for late October, we teamed up with Sarah Michelle Gellar to showcase the horror of buying a car and position Turo as the ultimate car ownership alternative.

Along with campy campaign creative across our website, socials, and paid media, we launched the 10 Days of Slay, a contest inviting people to submit videos sharing their car buying horror stories for a chance to win a 3 month rental. We received over 2000 contest submissions, saw a meaningful lift in monthly searches and bookings, and accidentally started a rumor that a new season of Buffy was on the way.