As I type this post on my phone, I’m currently standing outside the DMV waiting in a line that would enable me to get into another line inside the DMV. It’s about 90 degrees outside and it’s looking like I have at least a two hour wait in front of me.

As one could imagine, it was a pleasant surprise when three teenagers hopped out of the back of a pickup truck with handfuls of bottled water.

“Hey, we’re from Curry Auto,” the tallest one calmly announced to the crowd while pointing to the auto service center across the street. “Would anyone like a bottle of water?”

I can’t think of a better possible marketing campaign than providing a free, helpful service to a targetted and localized demographic. Moreover, it’s a clever way to positively introduce a brand to customers that would normally associate it with the hassle of a broken car. It’s a fantastic way to build a relationship with a new customer base.

*Note: just had to take a one hour break because I was told that my second form of ID was insufficient. There has to be a better way to administer driver’s licenses, no?

If you want to succeed in search engines, find a relevant audience and do something that helps them in a real and meaningful way.

Then give it to them for free.

*Note: after 90 minutes of waiting, I have been told that the camera processing system is down and i’m going home without a license. I wish I was making this up.

I’m pretty sure I had a point to make about reputation, brand management, and doing right by your customers, but I think the Virginia DMV just made it for me.