Trending PR Campaigns
The Energy-Positive Solar Car
BMW challenged Clemson University graduate students to build an electric car that creates more energy than it uses on a daily commute. The result was the Deep Orange 17, a quirky, shoe-shaped prototype covered in more than 1,700 solar cells and capable of generating 31 miles of energy from a 12-mile commute.
Why it worked: It married a bold, falsifiable claim (“energy-positive car”) with a weird visual (cardboard-shoe shape) and clear, commute-based metrics.
The lesson: Consider pitching a counterintuitive, testable claim tied to a daily behavior, plus an instantly memeable visual and simple, repeatable metric.
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