Real people listen to real people. As Cruise launched services in California, Arizona, and Texas we used authentic rider reactions to encourage others to hop in and try it, too. We posted videos across social, showed up in bus shelters and transit centers, and took out full-page ads in the country’s leading newspapers.
We didn’t let riders do all the talking. We also ran full-page ads in The New York Times, San Francisco Chronicle, and Los Angeles Times to make a clear statement: Cruise cars are better, safer drivers than humans.
We also realized that people didn’t know how to take a ride in a driverless car. So, we taught them.