Launching A Category Disruptor
Social Media
Marketing Strategy
Public Relations
Project Overview
Carvana tapped T/K for PR and social strategy to launch the first 100% online car buying platform. Starting with a local market focus in Atlanta, T/K utilized a public relations strategy that involved local, trade and national media relations, event marketing and community awareness programming. We hosted an innovator’s launch party with talk of the town swag bags and product demos followed by a series of local market stunts including picking up the cost of the GA 400 Toll. T/K’s role increased into video, viral spots and infographics. Following a successful proof of concept, we moved to a national strategy including the launch of the nation’s first ever car vending machine, resulting in a strong media relations push that propelled Carvana into the national spotlight via media exposure on ABC World News, CNNMoney, Fortune Magazine, Fox Business, CNBC Power Pitch, Car and Driver, Yahoo! Finance and more. Recognized by Forbes as the 5th most promising company, Carvana went public four years after launch.Client
CarvanaTags
public relations
digital media
social media marketing
marketing strategy
