One of the biggest challenges facing any company is how to get the media and the public to give it a second look after it's been established in a market for a while.
Car-sharing company Flexcar, which currently operates in eight US cities, set out to get that second look by leveraging two seemingly dissimilar trends: soaring gas prices and the rise of reality TV.
"We wanted to take car sharing to the mainstream audience by demonstrating that it was easier than ...