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Jared Hamilton
From: Jared Hamilton
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VJ VJ

VJ VJ eCommerce Director

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No Mayo, No Onions but a Chevy Cruze please

Chevy and Burger - a natural combination?It appears to be that Chevy has learned its lesson and glimpsing over the fence with the hope figuring out how Scott Monty and Ford has become the “role model” for Automotive involvement in Social Media. Looking at all the indicators what made Social Media what it is today – a powerhouse and a media revolution initialized by a group of Gen-Ys or let’s call them Millenials – Chevrolet decided exactly to target this consumer group with its newest stunt.

They Idea:

Having their newest models driven by students of the University of Southern California and the Stanford University (as they offered it to several other West Coast universities).

The hook:

Make it an “Geny-Y I like it” approach was not just invite the participants for “test-drive” but most likely for joy rides or better called “FREE RIDES”. The models were not Tahoe or Corvettes, which are models defining more the Babyboomer clientele. Chevrolet instead went for new, fresh and modern looking models like the all-new Chevy Cruze, late Gen-y and early Gen-X favorite Cross-over Chevy Equinox, the presumed Toyota Corolla Killer – the Chevy Malibu and of course America’s new favorite Muscle Car the Chevy Camaro. Figuring out, what would make students even more click to sign up for these “free rides”, Chevy “value-sized” its offer by spending approximate $8/person and offered carb-bombs served Taco Bell, McDonald’s or other fast food chains of their participant’s choice.

Hope of going viral:

Last but not least Chevy employees lend flip-cams to the drivers asking them to create and compose a song about their driven Chevy, and posting it with them and the car in it onto YouTube (where else!) This idea is actually not new. Nissan did this kind of composing and song-writing contest in Canada and invited artists, song writers and musicians to be creative with the new upcoming model of the Nissan Cube. Grand Prize here was that the most creative chosen pieces and participants won their own Nissan Cube. Nissan gave away 50 Nissan Cube's during this event in 2009.

Here lays the hope of the Chevy Marketing Executives. Similar to the success of Nissan and its launch via YouTube contests, Chevy looks for an inexpensive way to have these videos going viral and promote the American Brand among the upcoming and hopefully affluent Gen-Ys. Toyota and Honda are still outselling Chevy Malibu even so the Chevy Cruze is up to a great start according to the reported sales numbers.

My Opinion:

I believe Chevy is on the right track, considering to invited younger college kids to “Free Rides” having in mind that you need to be 21 years old even to rent a car from a rental car location. It will help Chevy to gain brand acknowledgement under the youngster and may plants the seed early on to have “Chevy on my mind”. Bon appetit... need to head out and get some fries! ~~VJ

Bart Wilson
Lets hope the OEM's don't forget to get dealerships involved with their social media agendas. I realize that a lot of these campaigns are designed to create pre-launch buzz, but in my limited view they would be stronger if they had dealer participation. The OEM's have a huge network of evangelists (dealership employees) that would be happy to help.
VJ VJ
Bart...the dealership employees should be the ADVOCATES and let the consumers and customers the evangelists. Otherwise the fear of biased enterprise religion will be eminent. I agree totally that OEM's just doing their own "C" and then tell the dealerships what they should do, when everything is already done. Early engagement among dealer council, OEM and dealer marketing boards should be the rule.

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