The idea was to create a one-of-a-kind car that serves as a visual metaphor for Hum, a device that upgrades a car. We created the "Hum Rider", a car that literally goes up and can drive over other cars because it is more advanced and more sophisticated that a standard car. The branded Hum Rider demo happened during a staged traffic jam in California.

Four days before Hum became available for purchase, the Hum Rider video was posted online to generate awareness and interest. Mashable exclusively shared the Youtube version while the square Facebook version was simultaneously shared on the official Hum Facebook page with the existing fan base.

Four days after launch, when the video was trending online, the Hum Rider prop was brought on various influential TV news shows where a live demo with the show's anchors was done. The shows included "The Today Show" (#1 morning news show in the US), Fox & Friends, and CNBC's "Closing Bell".

- 10+ million TV viewers reached in the US via earned TV coverage

- 100+ million total Facebook video views (including all copies)

- 500k total Facebook shares

- Hum Facebook fanbase jumped from 24k likes to 69k likes

- #1 most shared Facebook post during launch week ***

- global news coverage raised SEO for Hum

*stats by TV Eyes monitoring service

** stats by Pexeso crossplatform analytics

*** stats by Unmetric