This week, the wheels of 2,000 taxis in Los Angeles were rigged with non-rotating hubcap covers carrying advertiser logos. Initial advertisers on the 16.5-inch covers include Taco Bell, Los Angeles Dodgers, Virgin Cola, Jiffy Lube and 1-800CheapSeats.com.
Santa Monica, Calif.-based AdFleet says the company has plans to launch similar campaigns in 14 markets including Atlanta, Dallas, Boston, Toronto and Washington D.C.
"Alternative out-of-home media is gaining in popularity because of its ability to catch the consumer's eye and deliver content in a manner that allows an advertiser to break away from the ordinary," AdFleet President Ian Klassen said in a statement.
The idea is not new. Klassen says he saw it in action in Singapore and imported it.