Message #64 From:
NewsBot Date: October 26, 2006 07:01:00 AM
GM News VIDEO from Medialink: Livin' Large
--(BUSINESS WIRE)--What happens when you combine the Internet, "Big Brother" and a car?
You've got the latest way to market to America's most coveted consumer -
the college student.
That is exactly what Chevrolet's Livin' Large marketing campaign has in
mind. They will put two college students at eight different universities
in their smallest car, the Aveo, for a whole week in an effort to show
off its spaciousness and versatility. The campaign shuns traditional
media and works to create what marketers call a viral effect.
This viral campaign will rely on the Internet and people who log on to
pass along news from person to person, rather than using newspapers or
radios. E-mails, blog updates, and Facebook posts will be what fuels the
coverage of this event. This is because the typical 18 to 25 year old
college student uses these means more than any form of traditional media.
Reaching out to viewers will be the key, as teams will have the
opportunity to be viewed by streaming video from each car. Web users can
then vote for their favorite team. Besides being really good friends,
creativity will be the name of the game - and how you reach your
audience will be the key to winning the challenge.
Registered journalists can access video, audio, text, graphics and
photos for free and unrestricted use at http://media.medialink.com.
