The car brand at the time Pontiac, was launching a new vehicle Pontiac Vibe and wanted to play up vehicle's specific feature; the three prong outlet.

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So we partnered with Kat Von D to turn the Vibe into a traveling tattoo studio. She drove it around tattooing celebrity clients and people with unique stories, using the car itself as the power source for her machine. We captured the entire experience on video and supported it with a full distribution plan across Maxim Hot 100, TV, print, direct mail, PR, and a placement on Jimmy Kimmel Live to build momentum and buzz.

 

The integrated campaign had become one of the biggest cross promotions for Pontiac at the time.