Smart USA’s latest pitch on Instagram for the new 2016 ForTwo is a tag-team effort.
While much of the marketing content hitting the social sphere these days is designed for one person to absorb on a mobile device, Smart’s campaign is meant for two -- just like its miniature cruiser.
Putting a unique spin on storytelling, the automaker started two Instagram accounts — @fortwo_jill and @fortwo_jake — that each tells half of a story. The tale comes together when two users place their mobile devices side-by-side while looking at the accounts.
When people scroll through the accounts together, they’ll get a look at the ForTwo’s interior features and exterior while learning about the minicar’s turning radius and storage capacity. In November, Smart posted a teaser video on its Instagram, Facebook and Twitter accounts upon the campaign’s launch to give users a rundown of how it works.