I had the pleasure whilst at university of being given a real live brief from the car manufacturer Seat, and we had to come up with ideas to re-launch the brand. Our idea was a test drive that resulted in a party upon their return, with confetti cannons etc etc. Sadly our idea wasn’t taken up, but I have since noticed the work done around test drives.
The most recent I have come across is from Renault, introducing their Va Va Voom button, a great USP of the vehicle apparently.
For the guys:
For the girls:
A final example is a large scale version of another idea we had for Seat. We wanted to have a street shootout with paintball guns as a huge PR stunt, but that was a no-no quite early on. Soon after, this appears on the internet (I suspected we had a leak in my team selling all the good ideas!)