marketing interactive

Fans share a backseat with Joseph Schooling in Grab campaign [VIDEO]

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Grab has launched a new spot featuring local gold-medal Olympian Joseph Schooling. The spot shows Schooling using its recently launched GrabShare service to surprise unsuspecting fans. The stunt was a day long and aimed to promote the GrabShare function.Passengers had a chance to rub shoulders with the national swimmer and ask him questions, ranging from his favourite kind of carrot cake (black or white) to whether or not he was someone who did not take well to losing. It also shows Schooling giving advice to drive inspiration towards youths in achieving their dreams and pursuits.Since its launch on Saturday, the spot has garnered over 160k views, 1.6k reactions, 458 shares and 107 comments on Facebook at the time of writing.Schooling made national news when he clinched the gold medal for the men’s 100m butterfly event at the Rio Olympics, beating out contenders Michael Phelps, Chad le Clos and László Cseh who tied for silver medal.  His win was also followed by a barrage of brands putting out celebratory posts and promotions congratulating Schooling. This includes Grab which gave out ride promotions.While the nation remained united on the shared success, netizens were divided when it came to the stunts pulled by brands – some calling the celebratory move opportunistic.The move by brands was also a cause for concern by the International Olympic Committee (IOC) and Singapore National Olympic Council (SNOC), which issued a warning quoting Rule 40 which protects official Olympic sponsors.Read also: Will brands be as quick to sponsor Schooling as they are to congratulate him?its

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