The small scale of this clearly indicates a reliance on media coverage and social media sharing to be an effective campaign, which it seems to have achieved.
Pretty Girls – a new Britney Spears song featuring Iggy Azalea – premiered on Sunday, and who nabbed the world’s first listen? Not radio, not even online, but a handful of Uber cab riders.
A limited number of Britney-branded SUVs decorated in black and yellow bee print drove around Los Angeles at the request of fans, who could book the cars for up to 30 minutes to hear the song.
Britney Spears and Iggy Azalea marked a duet single by premiering the track through branded Uber taxis, requiring a 30 minute booking (30 minutes of Spears singing - I know taxi journeys can be torture but come on!).
Turns out that without a more traditional promo campaign, including TV appearances (there was a music video), it wasn't terribly successful, leading to a bit of a twitter flame war between the two.
Only, no there wasn't, actually, it was the media inventing beef and wanting only to sexualise the pair's relationship, apparently ...