We created media of our own by custom designing and building five fully ‘pimped-out’ Cabbie-Oke cabs. Partnering with key youth brands, Universal Music Australia, the fleet launched in February, cruising nightlife locations in Sydney and Melbourne.

With the latest Microsoft X-box technology and a customised version of the ‘Lips’ karaoke game passengers choose their favourite tune for a free ride. Cameras captured their performances - the content edited and uploaded onto a branded YouTube channel and microsite within 24 hours. Each weekend, the five best performers won an Xbox 360, while voters got the chance to win a smart phone.

Due to its popularity, the Cabbie-Oke campaign, originally slated for four weeks, was extended by another month. After four weeks of activity, results include:•1000+ singers• 75,206 Cabbie-Oke.com.au page views• 35,815 consumers visited site• 36,056 YouTube.com/Cabbie-Oke views• 8,436 consumers sharing the video• 20,039 .mobi page views• 17,180 views Cabbie-Oke viral videoCirculation over 3 million and counting for the highly targeted PR campaign which began a ground swell of online talk and street level coverage. This led to interest from larger media outlets resulting in opportunities with The Today Show and Nova radio.