Tesla Is No Ad Rookie: 8 Epic Marketing Stunts That Prove They're Already Pros

Tesla Inc TSLA CEO Elon Musk is famous for his audacious promises and outrageous timelines. But when it comes to advertising, he’s been hesitant. Surprisingly, Tesla has never needed it to thrive… or so they claimed. However, a marketing guru on Twitter begs to differ. According to him, Tesla is already a pro at advertising, and he’s got the receipts! 

Here are eight mind-blowing marketing stunts that made Tesla the talk of the town over the years, according to The Marketing Millennials founder Daniel Murray:

1. Referral Programs: Tesla’s loyal tribe of owners have gone above and beyond, earning credits, gear, and even cars by spreading the word and referring friends. These referral contests became so legendary and sought-after that they had to be discontinued. One particular YouTuber, Bjorn Nyland, made history by winning these competitions four times.
2. Pawsome Protection: Tesla’s “Dog Mode” is a special feature available in Tesla vehicles that ensures the comfort and safety of pets left inside the car. When activated, it maintains a comfortable temperature inside the vehicle, allowing owners to leave their dogs inside without worrying about overheating or extreme cold. The car’s touchscreen displays a message stating that the pet is safe and the temperature is being monitored. It also provides contact information so that concerned passersby can reach the owner if necessary.
3. S3XY Models And Punny Business: Tesla knows how to have fun with their product names. By cleverly naming their models, they spell out S3XY. It’s a playful and memorable way to captivate the audience. The Model 3 was supposed to be named Model E, but owing to certain trademark problems posed by a rival automaker, Musk had to settle with a number that somewhat resembled the alphabet.
4. Tesla Tequila: Who says cars are the only thing Tesla can market? They surprised us with Tesla Tequila, a limited-edition alcoholic beverage. It was a high-end tequila presented in a distinctive lightning bolt-shaped bottle, resembling a car’s charging connector. The product was introduced on April Fool’s Day in 2018 as a playful joke by Musk, but it turned out to be a real product that was made available for purchase. The Tesla Tequila quickly became a collector’s item and was sold out within hours of its release.
5. Short Shorts: These were a novelty item introduced by Tesla in 2020. The shorts were released as a cheeky response to skeptics who had bet against the company’s success in the stock market. The red satin shorts featured the Tesla logo and the word “S3XY” on the back, a playful reference to the lineup of Tesla’s vehicle models. The shorts were priced at $69.420 per pair, a humorous nod to the company’s stock price at the time. The shorts garnered significant attention and quickly sold out.
6. Out of This World Marketing: In 2018, Musk’s personal Roadster became the payload for a SpaceX launch. It was a jaw-dropping moment that showcased the interplay between Tesla and SpaceX.
7. Unbreakable Cybertruck? Remember that awkward moment when the Tesla Cybertruck’s windows were put to the test during its unveiling? Despite the mishap, it became a viral sensation, turning a demo gone wrong into a brilliant marketing opportunity.
8. Open Source Revolution: Tesla made a groundbreaking move by releasing all its patents to the public in 2014. This gesture showed their commitment to innovation and collaboration, setting a solid foundation for the future.

While Tesla may officially have a $0 marketing budget, their strategic and attention-grabbing marketing stunts have left a lasting impact. With Musk’s leadership and the team’s creativity, experts have noticed their ability to continue to defy expectations and revolutionize the automotive industry.

Fun Fact: In 2022, Tesla spent just $151,947 on advertising in the U.S., a fraction of what other automakers like Ford Motor Co F and General Motors Co spent. Yet, their marketing efforts still manage to generate massive buzz and capture the imagination of the public.

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