Sylvania is doing a giveaway to U.S. and Canadian drivers so they can get their hands on special-made “EYECARE by SYLVANIA.”

January is one of the darkest months of the year. Because of that, it is a season in which cars experience the most headlight burnout – which means increased risk for accidents.

Sylvania, a leader in automotive lighting solutions has launched a new campaign that includes an innovative pop-up experience that involved an actual “eye exam” for cars.

The complimentary kits include Sylvania headlights and branded item custom created for this campaign (and with a very Warby Parker-like feel – to continue to correlate to the “eye care” theme).

To kick off the “EYECARE by SYLVANIA” campaign, a pop-up experience mimicking an eye exam demonstrated how headlights – just like your eyes – benefit from routine care.

Taking place in the desert near Las Vegas, the pop-up featured an interactive drive-through exam where consumers could drive their car through Sylvania’s custom-built automotive phoropter (similar to the phoropters used by optometrists) that showcased the difference between old bulbs and new bulbs.

The pop-up’s proprietary headlight exam design housed two different Sylvania bulbs that could be switched on and off easily to demonstrate each bulb as compared to a vehicle’s current headlight bulbs.

A custom eye exam chart and objects typically found on the road, such as road signs and deer, were placed at various ranges to help demonstrate the test.

Remarking on the campaign, Erin O’Malley, Director of Marketing, Sylvania, said, “Connecting consumers to an aspect they recognize well, a routine eye exam, we designed the EYECARE by SYLVANIA headlight exam to demonstrate the importance of headlight maintenance and how much visibility is lost if you wait until burnout to replace your headlights.

“This campaign allows drivers to experience the power of Sylvania headlights, first-hand, and in a completely new and unexpected way.” 

On the heels of this activation, Sylvania is now allowing consumers the opportunity to experience “EYECARE by SYLVANIA” with their very own at-home kits.

Consumers can sign up to receive the free at-home kits at eyecarebysylvania.com, which will include car headlights and other branded goodies.

Consumers are encouraged to use the hashtag #EYECAREbySYLVANIA to share their experiences installing the headlights.

You can view a video highlighting the consumer activation here on YouTube.