Slate
Breakthrough new automotive brand Slate turned to Known to launch their brand unlike any vehicle brand ever. As Media AOR, our launch strategy included 3 phases:
The Tease: Known amplified an ‘In Plain Sight’ tease campaign to drive curiosity and intrigue about what Slate is doing prior to the launch by driving traffic to fake business landing pages and “hacked SNL by inserting a "Taxider-my-family” fake commercial immediately after Timothee Chalamet’s opener, right where SNL’s fake commercials normally sit. Attention was extremely high and we had people asking, “wait, was that a sketch?”
The Launch: Known deployed a full funnel media strategy to support the Brand launch and drive reservations leveraging Skeptic™ for maximum impact. Known data scientists collaborated with Slate to employ advanced scenario planning tools and the Skeptic™ framework to precisely forecast the synergy between owned, earned, and paid media on vehicle reservations. This scientific media approach means continuous optimizations are engineered to exceed reservation goals.
Growth Mode: On an ongoing basis, Known is leveraging our data science and media teams to optimize audiences, creative assets and placements for reservations ahead of Slate’s 2026 production timeline. We’re also activating local media campaigns in dozens of key markets to support Slate’s road show.
To date, the campaign has driven over 30 million impressions and hundreds of thousands of visits. We sparked a fury of activity on Reddit and throughout social, with people speculating what these vehicles were about. All leading up to one of the most successful vehicle launches in recent years, hitting Slate’s 30 day goal of 100,000 reservations in less than 2 weeks.
