Why Carvertise is turning its drivers onto delivery

A new partnership with a company called Roadie could be a way for Carvertise to boost its driver base.

Oh, the early days: The Carvertise team poses with a wrapped vehicle in 2014.

(Photo courtesy of Mac Nagaswami)

On Wednesday, mobile advertising company Carvertise announced a new partnership with Roadie, an Atlanta-based venture-backed delivery company that’s like Postmates but more tailored to your driving route. It’s like UberPOOL or Lyft Line, but for deliveries.
Roadie boasts itself as the “first on-the-way delivery network.” This partnership makes sense with Carvertise because the company is already familiar with the driving habits of its drivers, or at least their commutes. Since Carvertise puts ads on cars and transforms them into “billboards on wheels,” the company needs become familiar with the driver’s route to target advertising to populations
“We’re testing the waters to see how much the Carvertise opportunity appeals to the Roadie drivers and how much the Roadie opportunity appeals to our drivers. We’re in the beta phase to see how warm our driver base is to the opportunity,” said Carvertise cofounder Mac Nagaswami.
How does this work? Philadelphia-area drivers will have the opportunity to make up to $50 on local deliveries and potentially $650 for long-distance deliveries (think road trips), in addition to the drivers’ $100-150 per month for participating in Carvertise’s car-wrapping campaigns. This initial Roadie collaboration is focused exclusively on drivers in Philadelphia.
“As a driver for Roadie, you can turn your commute into cash by delivering everything from cupcakes to couches in your car,” said the email driver announcement.
The partnership makes sense: the companies get to tap into each other’s driver base. There will be no money exchanged between the two companies, Nagaswami said.
The idea stemmed from several conversations about collaborating on a campaign. This one was chosen for the pilot.
Carvertise has been operating out of its initial comfort zone this year, from its campaign in the badlands of North Dakota to doing political ads. The company has certainly shown versatility in its business model.

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