Beat the
Surge

CLIENT

car2go

Beat the Surge

San Diego Comic-Con was facing the injustice of surge pricing from Uber and Lyft.
Ridesharing’s big two were set to fleece San Diego with price hikes driven by fuzzy math. We were challenged to beat the surge and make car2go the ride of choice for adventure seekers.

The Solution

Taking cue s from groups like Anonymous, we made our own gang of anarchist hackers: Surge Order. Surge Order planned to liberate Comic-Con and send super fans on a trip they’d never forget.

TO SPREAD THE WORD BEFORE THE CONVENTION, WE SENT MYSTERIOUS MEDIA KITS TO GAMING AND COMIC PUBLICATIONS. WE GOT SOME INQUIRING RESPONSES ON TWITTER, PLANTING THE FIRST SEEDS OF SURGE ORDER. THE NEXT STEP WAS TO HEAD TO COMIC-CON TO ENACT OUR PLAN.

FIRST, WE “HACKED” CAR2GO’S SOCIAL ACCOUNTS TO
ESTABLISH SURGE ORDER’S PRESENCE. THEN, WE
LIVE-HACKED UBER AND LYFT AT COMIC-CON BY
MONITORING SURGE AREAS AS THEY APPEARED, AN
FLOODING THEM WITH CAR2GO SMART CARS
WHILE OFFERING FREE TRIPS FOR FIRST TIME USERS.

Scavenger Hunt

But our goal wasn’t just to hack Uber and Lyft. We wanted to show Comic-Con where car2go could take them. So we decided to turn a recent comic store break-in on its head and send fans on a hunt for super rare comics ranging from $12K to $20K in value.

SURGE ORDER LEAKED CLUES TO GRADED FIRST EDITIONS
OF SPIDER-MAN #1, DAREDEVIL #1, AND THE AVENGERS #1
HIDDEN AROUND SAN DIEGO. THE CLUES TIED COMIC BOOK
TRIVIA TO LOCAL LANDMARKS, TAKING DRIVERS ON
UNEXPECTED ADVENTURES IN A CAR2GO.

THE CLUES COULD BE TRACKED ON TWITTER, PERISCOPE, TEXT
AND A MICROSITE THAT GAVE MORE INSIGHT INTO SURGE ORDER
AND CAR2GO.

Results

We got hundreds of comic fans to leave the event they spent months planning for to see the city in a car2go, and were called out amongst a select group of brands who effectively engaged at Comic-Con by the press.

1.7M

IMPRESSIONS

80K

VIEWS

+36%

REGISTRATION

WE CAUSED UBER AND LYFT TO LOSE TENS OF THOUSANDS OF DOLLARS, AND STARTED SOME SERIOUS BUZZ FOR CAR2GO.