Whether it’s the vehicle itself or the person driving it, sports cars are always synonymous with hot or fast. To take this idea one step further, Subaru is fueling the fire even more by releasing a hot sauce of the same name alongside its revamped BRZ.
Subaru has chosen an interesting method for the promotion of the sports coupe BRZ. The Japanese automaker, which started a new campaign with the agency called Zulu Alpha Kilo, offers car enthusiasts a “taste drive” where they can test the driving of the car at certain dealerships with a social media draw. Let’s take a look at the campaign called “Ignite Your Senses”.
It is necessary to participate in competitions on social media accounts for test drives.
Subaru has announced that it is producing a limited edition BRZ-branded hot sauce so users can taste the bitterness in the ad. Consumers must enter contests and sweepstakes on Subaru’s social media accounts to get a chance to buy or drive a bottle of BRZ hot sauce from select car dealerships.
A special code printed on BRZ hot sauce bottles directs consumers to a special Snap AR lens where they can play a new mobile driving game. Players must drive the new BRZ through a series of winding roads, collecting as many peppers as they can along the way in 60 seconds.
Here’s Subaru’s hot sauce commercial:
The commercial, which likens using the BRZ to a rather bitter sauce, begins with a man eating at a pizzeria getting enchanted when he sees a Subaru BRZ parked in front of the door. Things get even more interesting when the pizzeria hands the man a bottle of BRZ brand hot sauce. After taking a bite of hot sauce pizza, our protagonist plunges into a dream where he drives the BRZ at full speed through the dark streets of the city. The main theme of the ad is “Meet the brand new Subaru BRZ. It is so scorching that it will ignite your senses”.
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