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Posts Tagged ‘Chevrolet’

PR Win: Hot Wheels Hits Jackpot with Tweet-Powered Vending Machine

hot-wheels-camaromatic-vending-machineWe know that social media can power all sorts of things from brand recognition to customer interaction, and that making it worthwhile for customers to use your hashtags by offering prizes or incentives can sometimes prove a useful strategy — but what about using tweets as actual (not just digital) currency to literally power a customer vending machine?

That’s exactly what Hot Wheels and Chevrolet Canada teamed up with Canadian agency TrojanOne to create: a vending machine that accepts tweets rather than coins and dispenses limited-edition diecast toy car collectables rather than chips and soda. The companies built the customized vending machine (which was just a regular coil vending machine updated with special web-enabled computer components) in honor of the Toronto Auto Show. All toy car enthusiasts had to do was stand near the machine, enable location features on their smartphones and tweet at @HotWheelsCanada using the hashtag #ChevyCIAS. Ta da! A free toy car.

The machine dispensed about 2,000 of them over the 10 days of the auto show. Impressive, no?

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Mobile Content Strategy

Mobile Content StrategyStarting September 24, learn how to write content for smartphones, tablets, and mobile devices! In this online course, students will learn how to publish across multiple channels and manage the workflow, optimize content for mobile devices, and  engage with their audience across screens. Register now!

Branding: Making Corvettes to Sell Malibus?

CorvetteChevrolet unveiled its new 2014 Corvette at the Detroit Auto Show on Sunday–and while the new model boasts gas-and-speed-friendly features and an updated look, it remains, without a doubt, a Corvette.

The 2014 model pays homage to its ancestors by reviving the retro Stingray name, but chief engineer Tadge Juechter made clear that this is a car for the 21st century: “We don’t want to do retro…we don’t want to go back and do like some manufacturers [and] go relive the glory days.”

While the Corvette, which celebrates its 60th birthday this year, is not nearly Chevy’s best-selling car (the company barely sold 12,000 last year), the iconic (if impractical) muscle car is an integral part of the company’s branding.

Brian Moody of AutoTrader says, “It’s almost like a rolling billboard for the company, for the attitude of the company [and] the spirit of the company”. He went on to say that the purpose of building a high-performance sports car like the Corvette isn’t actually to sell a lot of Corvettes, but to sell more Impalas and Malibus.

That’s not to say, however, that Chevy isn’t invested in expanding the Corvette-buying market.

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Lessons in Video from OK Go

OK Go has become more famous for their videos than their actual music. Which is part of the explanation of why the band and its music label EMI parted ways in 2010.

Fast forward to 2012 and the band continues to put out some of the most innovative clips, music videos and otherwise. The latest is for their song “Needing/Getting,” which was teased (above) in a Chevy Sonic commercial, part of the company’s “Let’s Do This” campaign, that aired during the Super Bowl.

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Car Companies Using New Sights, Sounds for Promos

Auto makers have just wrapped up showcasing their new models at the North American International auto show in Detroit and many will soon be advertising during the Super Bowl on February 5. However, it is far from business as usual, since car buyers have been impacted by the economy and distracted by so many media options.

As a result, auto companies have had to adapt and be more unique when advertising and promoting their vehicles. Brands across the spectrum — from economy to luxury, domestic and foreign — have tried alternative timelines and communications tools to generate increased consumer interest. They’ve been hosting contests, posting teaser ads online, using new advertising venues and creating audio files. Below are selected examples.

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