Brands react to rocket high gas prices

With gas prices being astronomically out-of-control I am so thankful I haven't driven a car since May. But for my Minnesotan friends without the luxury of superior public transportation I know that cutting corners is a definite reality.

And of course, brands are noticing the mounting consumer anxiety and taking action. Some just come off as another gimmick that brands are taking advantage of and others have succeeded at taking a more personal route.

I'm just loving what Zipcar is planning on doing on July 21. They have a lot of things going for them as of the moment: everyone's becoming a green freak or a wannabe, people are sick of paying for gas instead of groceries and sustainability is oh-s0-hot (I blame Gore).

So Zipcar announced it's "low car diet." On July 21st they are challenging Americans to go car-free for a full 30 days. You hand over your keys (literally) and they give you a complimentary transit pass, a free one year Zipcar membership, drive time credit and a handful of other perks from local partners. For example, in the good old NYC Zoo York is donating skateboards to participants.

On August 15th they will hold a completion event where people can share and compare their car-free experience.

This is a great idea: fits the brand image, it's news worthy, makes the brand seem like a caring and concerned friend of the consumer. A definite downside is the small scale of the event. I read on one blog that they are only accepting 30 to 50 online applicants. The applicants are selected based on their commitment to drive less.

So great idea Zipcar. It will be interesting to see how this all turns out.