A PSFK reader noticed an unusual Zipcar promotion that was underway in New York City this morning. A large radar detector with a speed display was setup on the sidewalk tracking pedestrians’ speed. Next to a large sign that said “You’d Get There Faster In A Zipcar.” Zipcar representatives were also handing out very convincing mock-parking tickets which contained a special discount promotional code.
[Thanks to Aaron Supine for the spot!]
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so much for marketing themselves as a “green company” when they’re now trashing walking…
July 30th, 2009 at 3:20 pm
hmmm, while i think zipcar is a great idea, why are they targeting pedestrians instead of all the people driving cars into the city or those city dwelers spending a fortune on city parking? not exactly an eco move. I’d expect more from them.
July 31st, 2009 at 9:57 am
haha i have to get one
July 31st, 2009 at 3:35 pm
Yeah, goading people for walking isn’t cool. This gets an F from an otherwise smart and savvy company.
August 2nd, 2009 at 11:27 am
Even stupider, in NYC, their admonishment is wrong! You would NOT necessarily get there faster in a car. Walking is faster than driving in much of NYC.
August 3rd, 2009 at 10:35 am
You know, I was actually thinking of joining Zipcar. But this promotion, coupled with the “burn rubber, not money” subway ads, make me think they are not interested in the environment at all. Apparently the greenwashing wasn’t working for them, so now they’re on to baiting subway riders and pedestrians for not driving. For shame.
August 3rd, 2009 at 11:02 am
John, the environmental benefit depends on you, not on Zipcar. That is, the impact of a car-sharing service is entirely determined by how customers use it, not by the company’s marketing claims.
If I could have one wish granted, it would be to strike the term “greenwashing” from environmentalists’ vocabulary. (I say this as an environmentalist.) Focusing on company’s motivations is complete time-waster. What matters is the actual impact. I hope Zipcar drops this asinine campaign, but more so I hope that they continue to succeed.
August 3rd, 2009 at 11:12 am
I disagree, Saul. In this day and age, identity = message = brand = your vote with your $. If you don’t like their message, don’t give them your $. If you wish to compromise your identity-belief, then go ahead, shop at Walmart, buy shoes from Nike, whatever.
Believing that the products are separate from message and/or manufacturing process ENABLES greenwashing by letting companies exploit one’s hypocritical purchasing rationale. My opinion, let your dissatisfaction be heard. Cancel memberships, call up customer service, whatever.
Better yet, walk or ride a bike.
August 3rd, 2009 at 5:20 pm
Some people take this too personally. “Zipcar representatives were also handing out very convincing mock-parking tickets which contained a special discount promotional code.” Sounds ok to me.
August 4th, 2009 at 12:40 pm
Ahhh, look at all these curmudgeons! What is this BrooklynVegan? It’s marketing, people. It’s funny. Why so serious?
August 4th, 2009 at 3:24 pm
So, I didn’t think they were trashing walking at all? The way I see it is that it’s probably easier to convert commuters to zip (in the future when they need cars, whether they leave this transient city or not) as opposed to people who already own cars and aren’t necessarily going to sell their cars asap. Long-term strategy for a company that’s growing? Open to debate.
August 12th, 2009 at 6:30 pm