Trending PR Campaigns
Slate’s Screenless GPS
Slate put a $30 Rand McNally road atlas in its online shop as a tongue-in-cheek “screenless GPS” for its minimalist electric pickup. The map’s zero boot time and unlimited battery life make a neat joke of the truck’s lack of built-in navigation, while reinforcing Slate’s low-tech positioning.
Why it worked: It flipped a tech expectation with a physical product-as-punchline, a purchasable prop that dramatised the no-screens positioning in one glance.
The lesson: Consider selling a cheap, ironic “anti-feature” item that physically embodies your brand stance and turns an absence into a headline.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| gearpatrol.com | Slate’s "New" Super-Affordable Truck Accessory Is as Analog as It Gets | Gear Patrol | Thursday 12th November, 2026 |
| insideevs.com | Slate Is Selling A $30 'Screenless GPS' For Its Low-Tech Truck | Thursday 12th November, 2026 |
| roadandtrack.com | Slate Auto Is Selling a Road Atlas As a $30 ‘Screenless GPS’ for Its Truck | Friday 13th November, 2026 |