Case study

Parking reservation service, SpotHero, increased brand awareness amongst drivers at SXSW

Whenever you’re headed to a crowded event, you probably dread that desperate search for an open parking spot. SpotHero, the nation’s leading parking reservation service, eases this whole process by letting drivers use its app to find an open spot ahead of time. When SXSW 2017 rolled around, SpotHero saw an opportunity. Attended by hundreds of thousands of people each year, SXSW overwhelms Austin, TX, with drivers looking for parking spots. SpotHero wanted to position its product as a timely solution for visitors and locals alike to find parking in the Austin area.

SpotHero aims to save the day during SXSW

During the SXSW rush, SpotHero wanted to increase brand awareness and let drivers in the area know that SpotHero is their #1 parking solution whenever they’re looking for a spot during the 10-day event. 

Putting park spots on the Waze map

To make the most of this traffic-heavy event and reach drivers, SpotHero turned to Waze. The SpotHero team used Pins, Takeovers, and Search on the Waze map to get its messaging in front of drivers. And to encourage engagement, SpotHero extended an exclusive offer to Wazers in Austin during SXSW, helping them save on a parking spot if they used the promo code offered on the Waze map.

Waze was the perfect channel for SpotHero to connect with the right drivers in the right market at the right time.
Brian Lastovich, Director of Acquisition, SpotHero

Waze and SpotHero: A dynamic duo

SpotHero’s partnership with Waze led to major success over the course of SXSW. Its ads on the Waze map drove 2.1M impressions, 3.3K engagements, 500 navigations, and 600 saved offers. The campaign also increased brand recall by 138%, helping drivers in Austin remember that SpotHero is the solution they need when they’re looking for a parking spot.

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The Goal

Drive awareness of SpotHero parking spots during SXSW.

The Approach

Partnered with Waze to create Pins for each SpotHero parking spot, combined with a promotional offer for Wazers at SXSW.

The Results

Generated 2.1M impressions, along with 3.3K engagements, 500 navigations, 600 saved offers and a 138% increase in brand recall.


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