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.