Solution: Turtle Transit designed and built the “ShooMobile,” a sleek Mini Cooper that displayed a giant 4-ft stiletto shoe on the rooftop. The stiletto shoe was sculpted out of foam and fiberglass, and finished with paint, vibrant graphics and rhinestone accents. The ShooMobile was part of a social media effort to create buzz for the store opening by inviting NYC residents to participate in a giveaway campaign on Twitter. If participants were able to get a photo of the WooMobile and upload it to Twitter, they were entered to win a gift card valued from $50-$100 to redeem at the store. Shoe Woo also incorporated a geo-tracking tool on FourSquare, which allowed participants to pinpoint the exact location on a map where they saw the WooMobile. The WooMobile hit the streets of NYC for one week, creating excitement for the store opening, and generating impressive web traffic online.