Just came across this story from my friends over at CScout Japan and so glad I did.  I, like most people, are constantly inspired by the focused, creative approach and similarly creative, focused campaigns that come from smart car.  Yes, they have it a bit easy in that their brand is their product and their product is their message but they still don't get distracted by things that don't ultimately continue to create the right brand personality for the company.

Case in point, the company recently installed this vending machine in Japan, complete with a slot to insert the needed $20,000 for the car.  Instead, for a simple push of a button, curious fans receive a cool tube branded smart with some stickers and product information - only wish it had a very small smart car in the tube as well, maybe a cute key chain (but I am a perfectionist so please forgive me).  The materials also provide a link to a fun campaign site where you can take a mini for a spin, and worth a few seconds of your time for some fun.

In any case, a great example of a brand that gets it and a way to engage consumers in a fun way that enhances the personality of the company and makes you want to come and play.  Nothing wrong with that.