10 DAYS OF SLAY

Turo Product Marketing Campaign
feat. Sarah Michelle Gellar

Monthly trips were always available on Turo, but after seeing a spike in these types of trips, we decided to develop a national social-by-design, PR-forward campaign to drive buzz, cultural relevance, and market education to long duration trips as a car ownership alternative.

In tangent with a big product launch, this campaign was scheduled to go live in October. We wanted to tap into the anxieties of car ownership by leaning into classic horror tropes, and knew we had to feature one of our favorite scream queens, Sarah Michelle Gellar.

Within less than 5 weeks, we went from initial concept to final execution. Spooky, amazing work by the internal team and SixTwentySix folks.

“For most people, the scariest thing this Halloween isn’t a haunted house. It’s their car payment.”

The Drum, Turo’s ‘10 Days of Slay’ turns real-life car pain into Halloween parody

In addition to this viral social video, we launched 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 2,000 video 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.

Collaborators

Concept by: Megan Natt

Creative direction: Ericka Ames

Art direction: Carolyn Pulvino

Directed by: Nolan Goff

Produced by: Lucas Carpenter (SixTwentySix) & Ericka Ames (Turo)

DP: Sean Conte

Photography: Bram DeMartelaere

Design: Carolyn Pulvino & Molly Maeda