Ride-hailing often comes with tradeoffs, from limited privacy to unpredictable interactions. Autonomous mobility offers a different experience, but unfamiliar technology and deeply rooted car culture can make people hesitant to give up control.
We shifted the story from fear of the unknown to curiosity about what could come next. To make Waymo feel less like an abstract technology and more like part of San Francisco, we used a local cultural cue with built-in optimism: the fortune cookie. In partnership with OpenFortune, Waymo messages appeared inside 689,000 fortune cookies across the Bay Area, creating a contextual, ownable invitation to imagine a new kind of ride.
RESULTS:
The campaign was built on social proof, knowing that 77% of consumers trust peer recommendations over traditional marketing methods. Fortune cookies were an ideal medium for our message, as they align seamlessly to the creative concept and evoke delight and excitement. By tapping into the joy of opening a fortune cookie, we facilitated an engaging and memorable connection.
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