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Update on the Chevy Tahoe - All Publicity Good Publicity?

Published by karl April 4th, 2006 in micromarketing, advertising, PR

I had predicted that GM was going to get more publicity for the negative ads on the Chevy Apprentice site, and I think that’s coming true. Some quite notable MSM outlets have picked up the story about negative ads, including the New York Times. GM’s reaction has surprised me, but it seems they are being advised by an “alternative marketing” company, I guess desperate times call for desperate measures.

They got some really interesting quotes:

Drew Neisser, the president and chief executive at Renegade Marketing, a New York agency specializing in nontraditional marketing that is part of Dentsu, said companies had such a strong desire for user-generated advertising that they were willing to accept the risks. “There’s this gold rush fever about consumer-generated content,” he said. “Everybody wants to have consumer-generated content, and Chevy Tahoe doesn’t want to be left behind.”

Well one could argue over the consumer generated content, but fair play to GM for not taking down the negative ads.

Where else has this been showing up:
Rocketboom picked up on this on 4/3

and they created there own version of the ad here: Rocketboom Chevy Ad

MarketingVox - Critics Hijack GM’s Chevy Viral Video Campaign

Cnet - GM slow to react to nasty ads

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1 Priceless? at Customers On Fire - Microbrands and Micromarketing Pingback on May 4th, 2006 at 9:28 pm

[…] No matter what response the guys at mastercard are getting with their “Write Your Own Priceless ad”, they could have spent about 10% of there budget and got 100 times the responses if they had used the viral nature of the web, blogs, and social software. Even GM executed their consumer generated content campaign better than this. […]