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Wrapify drivers: We’ve heard you and responded.

While we’ve been focused in this space on Wrapify’s work to improve our platform for client brands (and soon-to-be-clients!), we are responding to the 40+ thousand drivers and working to improve the Wrapify mobile application, which is their tether to clocking miles and lifeline to getting paid.  

This was a priority we placed upon our engineering team. I am happy to note, the team has made significant improvements to Wrapify’s Android and iOS apps that address drivers’ requests.

Here’s what we’ve done:

  •  – Improved tracking reliability. Miles are now logged even when application is in the background (Users can still log out to end all tracking completely, however)
  •  – Application now immediately engages and begins logging miles as soon as the car starts to move
  •  – App can now multitask even better. App runs and logs miles in the background while users stream music or use a mapping service
  •  – When driving stops, tracking stops
  •  – On Android, battery life is greatly improved

 

The biggest deal here for drivers, business-wise, is that they will stay logged in unless they actively log out, and should no longer have to worry about whether they are tracking miles or not. Being able to stream your Spotify account while Wrapify is rolling is going to make a lot of people happy, too.

Wrapify cares about accuracy, reliability, maximizing driving pleasure and our drivers’ mobile experiences. We have further updates planned for additional improvements in the weeks to come, integrating some cool tech twists that should make the app experience even more smooth and fun.

Keep the constructive criticism coming, guys and gals! We appreciate your work and your opinions, and value both as we all work together to keep Wrapify evolving and improving.

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Wrapify’s platform enables advertising on consumer vehicles nationwide—offering scale, simplify, and efficiency that has never been possible before.

But even before the Wrapify platform existed, challenger brands have used car wraps as a pillar of their advertising strategy to make their brand stand out. It has proven to be eye catching, even—traffic stopping.

Let’s explore:

Geek Squad


When Robert Stephens founded his on-demand tech support company in 1994, he creatively modeled the company after a government enforcement agency. Employees were dubbed “Agents,” himself the “Chief Inspector,” and they all drove their black and white “Geekmobiles” with the company logo on the door. The cars become the foundation of their advertising strategy. The company, acquired by Best Buy in 2002, became such a part of the pop culture that the TV series “Chuck” created its main character as a Nerd Herd employee who worked at a Buy More and drove a Nerd Herd car.

Red Bull


The energy drink’s Austrian co-founder famously constructed a larger-than-life can of red bull and strapped it to a Mini Cooper. Over the years, the brand created hundreds of these customized vehicles. The little car and giant can perfectly played up the brand’s quirky humor and larger-than-life personality. They would appear—almost like guest stars—at sportings events, outside nightclubs, and anywhere their young, male, upwardly mobile audience gathered.  And the vehicles themselves were so admired, collectors starting buying decommissioned ones.

1-800-Junk


Once called the “Starbucks of Trash,” the success of this junk removal business skyrocketed when they began simply wrapping their trucks. The company, which started in Vancouver, Canada, explicitly set out to use their trucks as advertising—thinking of them as billboards and parking them in high-traffic areas when they weren’t in use.

With nothing more than standard brand assets, Wrapify can put your message on the road in the top DMAs across America. No fleets, geeks, or bulls required.

www.wrapify.com/brands

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Wrapify is lowering our prices. Not because we have to, but because we can. So we willup to thirty percent!

Technology has changed and disrupted many things, but not the truth. One core truth of business is if you put your clients first, if you consistently consider their place in every decision you make, your business will succeed.

The recent addition of Wrapify “Hotspots” was one great example of this, and our investment from Avery Dennison is bringing another.

The cash money part of venture capital deals is usually what people find sexiest, and I won’t minimize it because that is certainly important. But another aspect of Wrapify’s recent deal with Avery Dennison, the global manufacturer of adhesive materials, was choosing a partner who was invested not only financially but had the means to help us improve our product at the root level.

Avery Dennison and Wrapify have collaborated to develop an optimal, state-of-the-art vehicle-wrapping technology: a short-term, easy-to-install and remove film for transit out-of-home advertising.

This new wrap film exclusive for Wrapify, dubbed MPI 1902 EZ RS, lowers the cost of getting a Wrapify campaign on the road. We are, of course, passing those savings to our clients.

While I suggest you request our new rate cardI’m not going to go into a deep dive here, don’t worryit’s worth repeating we’re talking up to a thirty percent reduction for shorter duration campaigns.

In short, better materials and support from a $6BN global company leads to better unit economics for Wrapify, resulting in better pricing for brands.

By the way, this breakthrough didn’t change how we compensate our drivers one bit!

New wrap technology via Avery Dennison was somewhat the stealth part of the VC deal in March, but I was thrilled about it then and I’m just as thrilled now. Wrapify is grateful to Avery Dennison for their passion and commitment to our success, and the evidence will be plainly seen on America’s road.  

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There are several good reasons Wrapify did our recent deal with the CBS Radio sales team in Washington, D.C. One of the most relevant ones is that the D.C.-region has a reputation in the out-of-home advertising business for historically higher demand for OOH media than the market can provide.

Wrapify fills that gapand Washington, D.C. is not the only city where the lack of OOH inventory makes our platform even more appealing. I spoke with Wrapify’s VP of Sales, Scott Elliot, an ace in the OOH industry for many years, and he pointed to the following markets as perennial places where demand exceeds supply:

 – Boston – 790,000 commuters daily, one quarter of them taking an hour or more.
 – San Francisco – Roughly half a million commuters, averaging just about a half hour.
 – Miami – Times vary greatly depending on where drivers live, but between 25 and 35 minutes is the norm for the city’s approximately 300,000 commuters.
 – Seattle – 170,000 commuters have the nation’s 10th longest commute time of any Americans, 27 minutes.
 – Washington, D.C. — 470,000 daily commuters have the nation’s 2nd longest commute at 33 minutes.

There’s an interesting interactive page to find average commute times here, if you want to see for yourself.

One thing you’ll notice about these places is that they’re all port cities on the water, which inherently limits the amount of spots you can put a billboard.

Scott also mentioned Denver, Austin and Charlotte, N.C. as cities where there has been a history of tight OOH inventory. Otherwise, in the top 20 DMAs, the marketplace demand for outdoor advertising can usually be satisfied.

But to get back to our list of five…if you think about the lack of billboard, transit and other OOH opportunities in those five cities, combined with their long commute times, making Wrapify part of your outdoor media marketing strategy is a no brainer…

And it’s not just those five cities. Wrapify’s recent Lyft campaign in New York City, which features our Hotspots option, has helped the ride sharing service get major visual impact in densely populated areas like Times Square for far less than the exorbitant prices for a billboard.

More bangs, less bucks, and the chance to be a huge fish in a small aquarium in certain cities tight on OOH inventory. Wrapify will continue to evolve brands’ out-of-home options.

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As anyone who reads this space knows, 2017 is shaping up as another big year for Wrapify. As we move into our third year, we’re building upon our previous success, we’re listening to our drivers and advertisers, and we’re making a priority the things they tell us they want and need.

That’s why we’ve prioritized our latest new Wrapify feature, called “Hotspots.” We just got it rolling and Lyft is the first client to use it in New York City.

“Hotspots” turn up the heat for Wrapify campaign drivers to operate daily within a tight, specified area or part of town. We created the “Hotspots” feature because it solves one of the top needs and requests of our client partners: Getting drivers in heavily congested areas with tons of eyeballs that are, paradoxically, places drivers would avoid.

The New York campaign is Lyft’s second with Wrapify, and it puts 45 cars on the road brandishing the rideshare company’s distinct hot pink branding.

Here’s how Hotspots work: Drivers are granted an additional multiple, which is applied towards what they would normally earn on a per-mile basis. Drivers also get to earn additional miles that would not be an option without Hotspots.  

The sharing economy, ridesharing particularly, has already shown the Hotspots concept works. Ride sharing companies already offer features to incentivize their drivers to pick up riders in high demand areas. Think Lyft Prime Time, only for advertising

Brands don’t pay a penny extra to access to this feature, incidentally. We’re doing it because people asked for it, not because we’re driven to make an obvious extra buck–we hope that comes from earning more clients through a reputation for listening to what people tell us will improve our offering.

The maps below provide a good visual explanation. On the right, you see a Hotspot within Lower Manhattan, while on the left is a map showing the campaign area without Hotspots. The two maps show the difference between recording impressions in the outskirts of Queens and Brooklyn, and making an impact in the area Lyft really wants their brand to be seen: Manhattan.

We are grateful to our clients for telling us what they like about Wrapify and how we can continue to improve. We are the category leader in the advertising segment of the sharing economy, and we intend to hold and solidify that position by listening, strategizing and acting as clients and potential clients tell us what they want.

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One of Wrapify’s most popular aspects for marketers is our ability to deliver a SWARM of vehicles to a specific area at a set time for eye-catching impact.

A little over a year ago, I wrote how SWARM was Wrapify’s “secret weapon.” But that’s really not the case any more — SWARM’s no secret. It’s one of the first things brands bring up in conversation, and it’s cited as one of the top reasons marketers who reach out to us are moved to do so.

A Wrapify SWARM is a boon for drivers as well as brands. We send notifications to a campaign’s Wrapify drivers who are located in a targeted region, and those that can commit to a designated place and time for the SWARM (usually a couple of hours) get a bonus on top of their monthly pay.

Meanwhile, brands win a unique opportunity for outdoor advertising in places that might have been previously too expensive or even off-limits.

There are Wrapify SWARMs taking place every week somewhere in one of our 29 regions, but here are five that have provided the biggest impact:

Bud Light/AB-InBev: Several SWARM vehicles welcomed the NFL Rams back to Los Angeles cruised the first four home games this season around the L.A. Coliseum, adjacent to the USC campus, as well as the L.A. Live / Staples Center downtown.

Microsoft (MileIQ):  One of Microsoft’s recent acquisitions had the ability to have a Super Bowl presence without having to pay Super Bowl prices at NRG Stadium this year.

Heal:  As one of Wrapify’s newest tech-savvy advertisers, the “Doctors on Demand” app used SWARM to conference attendees in San Francisco.  

Lyft and Singapore Tourism: This San Francisco effort to promote Singapore Airlines’ launch of non-stop flights between the two cities.
Wrapify has several major new campaigns that will break in the coming month, with SWARM to go with them. We’ll keep you informed via our website and Twitter, @wrapify.

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