DMAX launches the first season of “Camionisti in Trattoria” (Truckdrivers in Trattorias), a TV show dedicated to what truck drivers do best: driving and spotting the most genuine restaurants of Italy.

We partnered with the most used carpooling app in Italy transforming it into an app for trucks for the very first time.

This brought the brand new TV show about truck drivers closer to people and created buzz around the new app's feature.

Beppe, the most iconic truck driver of the show, invited people to apply on the BlaBlaCar app to be his passenger.

In only two days, more than 800 people applied but only one special person received a trip from Milan to Verona along with an unforgettable lunch.