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How Mercedes Turned Pigeon Poop Into Respect for Its Smart Car

How Mercedes Turned Pigeon Poop Into Respect for Its Smart Car
Photograph by Yavuz Alper Photography

What’s a brand to do when it literally becomes the butt of a joke about pigeon poop?

That was the problem faced by Smart USA, which takes a lot of ribbing for its small, eco-friendly vehicles. When one Twitter user joked that a bit of pigeon excrement had totaled a smart car, some number crunching led to the calculation that it would actually take 4.5 million pigeon “craps” to do in the Tridion Safety Cell, which provides the main structure of the car. When an infographic with this research was tweeted, everyone from Buzzfeed to Mashable picked up the story. It even hit the top spot on Reddit twice in a 24-hour span. Almost overnight, this “Humor the Haters” social media campaign turned negative comments about the Smart USA brand into respect.