When Nest, the makers of a smart thermostat, introduced their friendlier fire alarm, they got a fire truck and let Uber give people rides on it.

Photo from Fast Company.

Photo from Fast Company.

Why? For one thing, a fire truck is a whole lot bigger than a fire alarm. People watch when fire trucks drive by, kids point, cars move out of the way. Besides, who doesn’t want to ride on a fire truck?

Renting out one of these things for their fans to enjoy made Nest’s announcement bigger, louder, and more exciting — and yet, it still has a strong tie to the actual product.

They turned announcing a new smoke detector into an event worth talking about.

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