Joyride crafted an authentic and transparent narrative and storytelling strategy—rooted in authenticity and transparency—that focused on the company’s milestone as much as it focused on illustrating the technology’s potential impact on the future of EV adoption and operation. The story focused on identifying use cases for wireless charging roadways, such as bus routes where the route is predictable and repetitive and maximizes the value for electrified bus fleets.

Under embargo, Joyride distributed news of Electreon’s Detroit debut with targeted media outlets to generate widespread coverage and build awareness. This included a mix of top-tier mainstream publications, industry trade publications, and local media. The multidisciplinary approach covered print and broadcast media as well as podcasts and radio. This allowed for the small team to maximize exposure by being able to complete interviews in advance and adequately prepare reporters prior to the announcement date. Additionally, Electreon hosted a press conference.

Electreon has an incredible community of stakeholders and partners working together on the Detroit project from both the public and private sectors. Joyride leveraged these individuals to amplify the project’s reach, validify the project with third-party testimonials, and foster additional support. Collaborating with these government agencies, trusted industry veterans, and local stakeholders helped garner endorsements and generate positive publicity for the initiative.

To further garner excitement from media and the community, Joyride organized live demonstrations of Electreon’s wireless charging technology for media representatives and key public officials during the announcement day’s press conference. These demonstrations provided firsthand experience with the technology’s functionality and effectiveness, fostering trust, credibility, and excitement among stakeholders—driving positive media coverage and public perception of the project.