Welcome to WebProNews Breaking eBusiness and Search News
Advertise | Newsletter | Sitemap | News Feeds News Feed 
 WebProNews Search Part of the iEntry network iEntry inc. 

GM User Created Ad Contest Backfires

David A. Utter
Staff Writer
Published: 2006-04-04

WebProNews RSS Feed


Giving the public the opportunity to create Chevy Tahoe video advertisements led to the creation of numerous anti-SUV commercials instead.

At the Chevy Apprentice website, people can enter a contest through an innovative method of building a commercial for the Chevy Tahoe by dragging and dropping image clips, and adding superimposed text to the images. Then a music track backing the commercial can be added.

What could possibly go wrong?

How about a slew of global warming complaints and vicious anti-SUV spots quickly becoming viral videos and zipping around the Internet instead?

Those viral spots quickly gave General Motors a PR headache as numerous criticisms of the company, the Bush Administration, and SUV owners became the focus of hundreds of people all building user-generated content.

CNet collected some of the better creations that have probably already vanished from the website, though to GM's credit it is not pulling every ad that has a negative tone. One of the funnier creations imposed this text over scenes of a Chevy Tahoe on the roll:

Larger than any mortal needs
with four wheel drive for conditions you'll
probably never encounter...
and sized to intimidate other drivers
& damage others' cars more than yours
gives you false confidence so you can
continue to drive like a heedless jerk
...because you're the only one
on the whole damn planet.

A host of other spots, many much more critical and less publishable, have been collected by the Democratic Underground website. Quite a few commercials have already been removed by GM.

The negative approach to the contest can provide GM and other big companies with a valuable lesson on how to improve their SUV marketing. Tara Hunt blogged about that in a recent post:

Okay...so a little hyperbole there, but seriously...instead of chocking this up to a bad marketing decision, they could really use the information here. There are a growing number of people who believe that the proliferation of SUVs is getting ridiculous. Does everyone need a vehicle that can climb snowy mountains?

But what SUVs solve for many is a 'cooler' alternative to minivans for their growing families.

B.L. Ochman responded to the kerfuffle by pointing out what should have been painfully obvious to GM anyway:

Dear Chevy: Gas mileage, the environment, and big cars are not exactly a new issue. Hell, I got 32 miles per gallon on a 1967 Toyota Corolla! What did you think the public would do, given the chance?

Apparently GM's Detroit leadership doesn't use the Internet much on weekends. CNet reported on how the April Fool's weekend served as the launching ground for hundreds of these ads. The automaker didn't respond until after the weekend to start culling the more egregious spots from the contest.

A GM spokesperson said in the report that more than 80 percent of the commercials depict the Tahoe in a favorable light.

"There are many different opinions and many different people, and we recognize that," said Melisa Tezanos, a GM spokeswoman.

By that percentage, about 4,000 of the 21,000+ ads submitted contained a negative tone. Interested readers can visit the contest site and create ad entries to the contest through April 10th. It's unlikely that any ad reading "2007 Chevy Tahoe...Maybe he's just...'compensating'...for something" will make it to the airwaves, though.

---
Tag:

Add to | DiggThis | Yahoo! My Web | PreFound.com

Drag this to your Bookmarks.



Receive Our Daily Email of Breaking eBusiness News


About the Author:
David Utter is a staff writer for WebProNews covering technology and business.

WebProNews RSS Feed

More Top News Articles

Contact WebProNews
Advertisement





TOP NEWS

Targeted Information for Business
WebProNews is part of the iEntry network

Internet Business: Marketing: Small Business:
WebProNews MarketingNewz SmallBusinessNewz
WebProWorld AdvertisingDay PromoteNews
EcommNewz SalesNewz EntrepreneurNewz

Software: Search Engines: Web Design:
WebMasterFree Jayde B2B DesignNewz
NetworkingFiles SearchZA FlashNewz
SecurityConfig SearchNewz WebSiteNotes

Developer: IT Management: Security:
DevWebPro ITManagement SecurityProNews
DevNewz SysAdminNews SecurityConfig
TheDevWeb NetworkingFiles NetworkNewz

The iEntry Network consists of over 100 web publications reaching millions of Internet Professionals. Contact us to advertise.
eBUSINESS RESOURCES






 Advertise | Contact Us | Corporate | Newsletter | Sitemap | Submit an Article | News Feeds
 WebProNews is an iEntry, Inc. ® publication - $line) { echo $line ; } ?> All Rights Reserved
About WebProNews
WebProNews is the number one source for eBusiness News. Over 5 million eBusiness professionals read WebProNews and other iEntry business and tech publications.

WebProNews provides real-time coverage of internet business.

Free Email Newsletters:
WebProNews SearchNewz
WebProWorld DevWebPro
Marketing SecurityNews
Plus over 100 other newsletters!

Send me relevant info on products and services.


WebProWorld
Ten most recent posts.

NetworkingFiles
Featured Software

WebProNews in the News
View all recent mentions of WebProNews from around the world!

Recent Articles On ...
Google eBusiness
Yahoo Ask Jeeves
MSN Blogs
Search Engines Blogging
Affiliate Programs Marketing
eCommerce Advertising
eBay Sun Microsystems
AOL Adsense
Microsoft Adwords
Oracle IBM
Amazon Apple
SEM Mac
SEO iPod
Adsense XBox
PR Adobe



iEntry.com WebProWorld RSS Feed WebProWorld Contact WebProNews Print Version Email a friend Bookmark us