Paul Gillin's personal annotations on this page
Pgillin bookmarked
on 2008-11-20
GM's famous 2006 Chevy Apprentice user-generated advertising campaign has long been regarded as a failure because of the disruptions caused by environmentalist critics. Now Wired challenges that conventional wisdom by documenting the big jump in Tahoe sales following the campaign. This experiment wasn't a failure; it was a huge success. Which just goes to show that negativity isn't always such a bad thing.
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Once Tahoe-bashers discovered that Chevy had handed them a bully pulpit, they quickly went to work, posting attack ads on the Chevy site and spreading them to YouTube and other outlets. It didn't take long for bloggers and reporters to realize that something weird was going on over at Chevyapprentice.com. At first, everyone assumed it was just another case of a big corporation not "getting it" about the Internet. Then, when the ads weren't yanked down immediately, they figured Chevy was too clueless even to notice what was happening on its own site. Only gradually did it dawn on people that Chevy had no intention of removing the attack ads.
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BY ANY OBJECTIVE MEASURE, the Tahoe Apprentice campaign has to be judged a success. The microsite attracted 629,000 visitors by the time the contest winner, Michael Thrams from nearby Ann Arbor, was announced at the end of April. On average, those visitors spent more than nine minutes on the site, and nearly two-thirds of them went on to visit Chevy.com; for three weeks running, Chevyapprentice.com funneled more people to the Chevy site than either Google or Yahoo did. Once there, many requested info or left a cookie trail to dealers' sites.
Sales took off too, even though it was spring and SUV purchases generally peak in late fall. Since its introduction in January, the new Tahoe has accounted for more than a quarter of all full-size SUVs sold, outpacing its nearest competitor, the Ford Expedition, 2 to 1. In March, the month the campaign began, its market share hit nearly 30 percent. By April, according to auto-information service Edmonds, the average Tahoe was selling in only 46 days – quite a change from the year before, when models languished on dealers' lots for close to four months
This link has been bookmarked by 3 people . It was first bookmarked on 22 Aug 2008, by Wolfgang Franz.
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Paul Gillin
GM's famous 2006 Chevy Apprentice user-generated advertising campaign has long been regarded as a failure because of the disruptions caused by environmentalist critics. Now Wired challenges that conventional wisdom by documenting the big jump in Tahoe sales following the campaign. This experiment wasn't a failure; it was a huge success. Which just goes to show that negativity isn't always such a bad thing.
-
Once Tahoe-bashers discovered that Chevy had handed them a bully pulpit, they quickly went to work, posting attack ads on the Chevy site and spreading them to YouTube and other outlets. It didn't take long for bloggers and reporters to realize that something weird was going on over at Chevyapprentice.com. At first, everyone assumed it was just another case of a big corporation not "getting it" about the Internet. Then, when the ads weren't yanked down immediately, they figured Chevy was too clueless even to notice what was happening on its own site. Only gradually did it dawn on people that Chevy had no intention of removing the attack ads.
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BY ANY OBJECTIVE MEASURE, the Tahoe Apprentice campaign has to be judged a success. The microsite attracted 629,000 visitors by the time the contest winner, Michael Thrams from nearby Ann Arbor, was announced at the end of April. On average, those visitors spent more than nine minutes on the site, and nearly two-thirds of them went on to visit Chevy.com; for three weeks running, Chevyapprentice.com funneled more people to the Chevy site than either Google or Yahoo did. Once there, many requested info or left a cookie trail to dealers' sites.
Sales took off too, even though it was spring and SUV purchases generally peak in late fall. Since its introduction in January, the new Tahoe has accounted for more than a quarter of all full-size SUVs sold, outpacing its nearest competitor, the Ford Expedition, 2 to 1. In March, the month the campaign began, its market share hit nearly 30 percent. By April, according to auto-information service Edmonds, the average Tahoe was selling in only 46 days – quite a change from the year before, when models languished on dealers' lots for close to four months
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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. ...
BY ANY OBJECTIVE MEASURE, the Tahoe Apprentice campaign has to be judged a success. The microsite attracted 629,000 visitors by the time the contest winner, Michael Thrams from nearby Ann Arbor, was announced at the end of April. On average, those visitors spent more than nine minutes on the site, and nearly two-thirds of them went on to visit Chevy.com; for three weeks running, Chevyapprentice.com funneled more people to the Chevy site than either Google or Yahoo did. Once there, many requested info or left a cookie trail to dealers' sites.
Sales took off too, even though it was spring and SUV purchases generally peak in late fall. Since its introduction in January, the new Tahoe has accounted for more than a quarter of all full-size SUVs sold, outpacing its nearest competitor, the Ford Expedition, 2 to 1. -
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. ...
BY ANY OBJECTIVE MEASURE, the Tahoe Apprentice campaign has to be judged a success. The microsite attracted 629,000 visitors by the time the contest winner, Michael Thrams from nearby Ann Arbor, was announced at the end of April. On average, those visitors spent more than nine minutes on the site, and nearly two-thirds of them went on to visit Chevy.com; for three weeks running, Chevyapprentice.com funneled more people to the Chevy site than either Google or Yahoo did. Once there, many requested info or left a cookie trail to dealers' sites.
Sales took off too, even though it was spring and SUV purchases generally peak in late fall. Since its introduction in January, the new Tahoe has accounted for more than a quarter of all full-size SUVs sold, outpacing its nearest competitor, the Ford Expedition, 2 to 1.
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