A New York City gypsy cab is crusing the streets of Sydney this week, but instead of handing out rides it is handing out prizes to punters that hail it.
Sydney agency Traffik has teamed with St George Open air Cinema to run the contest, with clues to its whereabouts being tweeted along with a secret word.
The first person to hail the cab and say the secret word will win tickets to the sold out Sunset Screening at the cinema on February 16, and a chance to win a $15,000 trip to New York.
Adam Harriden, Creative Director at Traffik said: “This is the first time we've taken the St George Open Air experience and extended it to consumers out and around Sydney.
“By integrating live and digital platforms, we’re creating some really exciting extensions to the outdoor cinema experience.”
The campaign is part of the agency’s move to integrate more digital and social capabilities into its experiential work.
Director of digital David Loughnan said: “This is the kind of project we love. Live, social and digital all living together.
“The integration of digital into live experience is where we expect to see exponential growth in 2013.”