The start to Cary Kennedy’s campaign for governor took an unexpected turn.

The former Democratic state treasurer hoped to rev her bid for governor with a live online announcement Monday — only to see it generate as much satire as attention.

Kennedy, 48, announced her candidacy for the 2018 contest while driving her car home from her daughter’s school and broadcast it live on Facebook.

“I want as many of you as possible to hear it, so I’m doing something a little different,” she started, alternating glances at a camerawoman in the front passenger seat and the road in front of her.

Couldn't see my announcement live? Watch it here: https://t.co/4sPCQvGzbd

Then join my campaign: https://t.co/q4l5lUmtXi — Cary Kennedy (@CaryKennedy) April 10, 2017

She emphasized her experience managing taxpayer dollars and made clear education is her top priority as she drove slowly and pulled into the driveway at her home in Denver’s Hilltop neighborhood.

The reaction on social media came swift and satirical.

A local television reporter counted how many times she looked away from the road.

The @CaryKennedy campaign defends making her #COgov announcement while driving. We count her glancing at notes 14 times on the road. #9NEWS https://t.co/MGOZFhB102 — Brandon Rittiman (@BrandonRittiman) April 10, 2017

Other commentators highlighted that April is the National Safety Council’s Distracted Driving Awareness Month.

And during Distracted Driving Awareness Month no less. https://t.co/xfMA43lsPF #copolitics — Charles Ashby (@OldNewsman) April 10, 2017

And a Republican critic sent a news release about the campaign talking points taped to her dashboard, which others shared online.

The video gained viewers by the thousands as the political stunt went viral and even drew attention from Washington political reporters.

Less than three hours since @CaryKennedy announced her guv bid, she has more than 7K views on vid. Was that the plan all along? #copolitics pic.twitter.com/Bv8B1ItVqR — Charles Ashby (@OldNewsman) April 10, 2017

Who is the consultant who told all politicians it's a good idea to talk to the camera while driving a car? https://t.co/i9eHgOAcda — Reid J. Epstein (@reidepstein) April 10, 2017

Political pundits soon began to debate the political strategy behind the announcement with Democratic consultants split on whether it worked.

1/2 Props to @carykennedy for attempting something new … Alas, the attempt is overshadowing the message. #copolitics — Curtis Hubbard (@curtishubbard) April 10, 2017

Great video with bits of personal story I didn't know. Appreciate the focus on education and innovation #copolitics https://t.co/GKacH0zB1P — Jennie Peek-Dunstone (@jpeekdunstone) April 10, 2017

Her campaign consultant, Serena Woods, even felt compelled to issue a statement as questions mounted about the political stunt.

“Safety is always a priority and that’s why Cary was about 300 yards from her house. We had several people on the street monitoring traffic and she was driving slowly,” she said.

A spokesman later added: “Also, you’ll notice that she glanced down no more often than anyone does to look at the speedometer, she stopped and looked both ways at the stop sign, and she signaled to pull into the driveway of her house.”

Colorado is not new to peculiar campaign pitches. In 2016, U.S. Senate candidate Robert Blaha ran a graphic TV ad featuring a rectal exam, and Gov. John Hickenlooper once jumped out of an airplane to support a ballot initiative.

Despite the attention, the unusual announcement distracted from Kennedy’s advantage in the early stages of the race: She is the only Democrat candidate in the contest who has won a statewide election.

And she is emphasizing her experience as treasurer from 2006 to 2010 and later as chief financial officer in Denver in making her case. In an interview with The Denver Post before the announcement, she touted her role in major education initiatives, such as the successful Amendment 23 campaign to increase classroom funding and the school-building program known as BEST.

“Colorado is a modern, innovative, forward-looking state, and I have been a part of the leadership team of our state for the last decade,” Kennedy said in the interview. “And I’m running to help continue this progress and lead the state, and make sure everyone benefits in our progress.”

Her announcement came a day after U.S. Rep. Ed Perlmutter of Arvada declared his candidacy in a more traditional format. He held a rally outside a Lakewood grocery store, a nod to the community outreach efforts he held as a congressman.

Former state Sen. Mike Johnston opted for a similar approach when he stood in a community center in his district to announce his bid this year. But he did draw a few chuckles recently when he crashed his car into a snow bank while campaigning in a storm.

Just missed an avalanche into Ouray-Markus helped pull us out+said anyone driving through this to see us has my vote pic.twitter.com/jAiHEUCpyD — Mike Johnston (@MikeJohnstonCO) April 4, 2017

Other candidates, including possibly U.S. Rep. Jared Polis of Boulder, are expected to join the crowded Democratic race in coming months.