Viral Marketing Mutates, Infects GM Campaign

The folks at GM had an idea for their next ad campaign that was just so crazy that it might work.

It didn’t. From this month’s Wired:

Chevy decided to chuck all that and invite people to post their own commercial messages about America’s best-selling SUV online, where the ads would be free to migrate to YouTube or anywhere else. Chevy supplied the video clips and music; users could then mix and match the material and add their own captions.The contest ran for four weeks and drew more than 30,000 entries, the vast majority of which faithfully touted the vehicle’s many selling points – its fully retractable seats, its power-lift gates, its relative fuel economy. But then there were the rogue entries, the ones that subverted the Tahoe message with references to global warming, social irresponsibility, war in Iraq, and the psychosexual connotations of extremely large cars. One contestant, a 27-year-old Web strategist from Washington, DC, posted an offering called “Enjoy the Longer Summers!” which blamed the Tahoe for heat-trapping gasses and melting polar ice caps. An entry called “How Big Is Yours” declared, “Ours is really big! Watch us f**ck America with it.”

Of course, it was those racy, decidely anti-Tahoe ads that stuck. You can see a plethora of them, including the one above, at YouTube here.

A revolution indeed.

Wired 14.12: Commercial Break

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: