This Norwegian Lifestyle Brand Offered the Ultimate Rideshare Experience—in a Lamborghini

Swimspool took riders in Manhattan or London to any location for a day

Video: John Tejada; Editor: Nick Gardner
Headshot of Ann-Marie Alcántara

For one day only, Norwegian fashion brand Swims took people on the ride of a lifetime in an outlandish marketing activation.

Earlier this week, people in New York and London tweeted at the official Swims Twitter account to request a ride—in a $250,000 2018 Lamborghini Huracán. Dubbed “Swimspool,” Swims’ idea was to give riders a different type of commute for the day, which coincides with the brand trying to make inroads in the U.S. and U.K.

Not a bad way to make a splash, considering riders also walked away with products and branded items like a phone charger or notebook after finishing the ride.

In total, 12 lucky people in New York and 11 people in London (who rode in a 2017 Lamborghini Aventador S Roadster) got a ride. Watch above as Adweek went along for the ride.

@itstheannmarie Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.