Over the years of living here in NYC, I've seen a lot of crazy promotional marketing events that attempt to spread the word about a product/movie/tv show while grabbing the attention of the general public. Usually, they feel like bad Celebrity Apprentice tasks: forced, lackluster, and in no way shape or form worth the time one would take to participate. Example: for the launch of White Collar, USA had an event in Rockefeller Center where they gave everyone a free custom-made white button down shirt. It was a 6-hour wait. Cool idea, terrible execution.
But I did a double take the other day when I read about Bravo's promotional tie-in for their new show, Interior Therapy with Jeff Lewis. Bravo's releasing 10 redesigned rides onto the streets of NYC, and giving people free rides to wherever they want. That's right - FREE. They're calling it The Interior Therapy Taxi Takeover, and it'll run all over Manhattan through Wednesday evening.
A ride home to Brooklyn without paying for it? Count me in!
I was lucky enough to ride in one of the "Interior Therapy Taxicabs" on Sunday afternoon. I caught them lined up in Tribecca, and hitched a ride home to the Slope. The interiors are super cool. Each car has a different theme, of which there are five total ("bohemian," "glamour," "modern," "lodge," and "60's mod"). All designs are by Jeff Lewis himself. I found myself in the "60's mod" ride. It was clean, comfortable, and totally fun (you can see my twitpics here, here, and here). Best of all - I didn't have to beg the guy to take me to Brooklyn like I usually do with cabs. How 'bout that?
Of course, you'll need to spot the transformed town cars in order to take advantage of this special. Which could be kind hard, considering there's only 10 of them. But as you can see from the pictures I snapped above, they're not really hard to miss. Plus, Bravo's encouraging riders to tweet about it with the hashtag #InteriorTherapyTaxi - so if you follow that hashtag, you can at least see where they're hanging around. Still - pretty cool, no?
Oh, and since Bravo's offering this special up in the first place, I should probably give a quick plug to their show. Interior Thearpy with Jeff Lewis follows obsessive-compulsive house-flipper/designer Jeff Lewis and his assistant Jenni Pulos as they move into client's homes, redesign their space, and tackle said couples relationship problems. It's a total renovation from the inside out, and surely hilarity ensues. The show premieres this Wednesday, March 14, at 9/8C on Bravo.