Brands littering the hi-ways with messaging

A recent post in the NY times really bothered me.  It seems that brands are now paying big money (up to $800 a month) to consumers to fully wrap their vehicles in branded messaging.  OK, is this the new out of home (billboards) tactic?  When I see a branded vehicle I assume that the driver works for the company, or somehow connected to the brand or a branded event.  I often size up the driver and make some quick assumptions about the brand, its service, and personality.  This seems very unauthentic.  These drivers don’t embrace the brand personality, merely their monthly stipend for renting space.  What happens when the driver cuts me off in traffic or heaven forbid is involved in an accident? 

I guess this is some sick form of bribery marketing but I have to question the believability and authenticity of the brands who have entered this new space.  Any consumers tricked into thinking these people can carry on an intelligent converstaion  about the brand may be in for a surprise.  And over time the brands may be in for a bigger surprise.  I get the the strategy of awareness building through frequency of message within the communities the brand is targeting, but this just seems like a tactic desperately looking for a strategy.  What’s next, selling space on our bodies?  Oh I forgot, that’s already been done. 

Now having said that, there are some cool applications of this new medium of skinvertising, particularly now with the athletes of the world.  Check it out.  At least in this case you’re paying to have a brand badge affixed to your body (albeit temporary), and not the other way around.

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