Elon Musk scores 2-for-1 PR win in SpaceX launch

By putting a Tesla roadster in the payload of the Falcon Heavy rocket launch, the entrepreneur vaulted his flailing car company into the solar system—and marketing history.

Ragan Insider Premium Content
Ragan Insider Content

Not everyone has $90 million to shoot their product into space.

However, surprising commercial pairings can have smashing results with an audience.

Elon Musk, CEO of both SpaceX and Tesla, used Tuesday’s rocket launch to bring whimsy and salesmanship to his struggling car company.

The New York Times reported:

The rocket carried a playful payload: Mr. Musk’s red Roadster, an electric sports car built by his other company, Tesla. Strapped inside the car is a mannequin wearing one of SpaceX’s spacesuits. They are expected to orbit the sun for hundreds of millions of years.

“It’s kind of silly and fun, but silly and fun things are important,” Mr. Musk said.

The launch was broadcast live online and has racked up over 700,000 views on YouTube in less than 24 hours, while also being the second-most-watched livestream ever.

Space enthusiasts have been celebrating, with many expressing joy and wonder at the rocket’s launch—and two booster rockets’ safe return to Earth.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.