PLAY
our solution
Go all-in and go right now.
Seizing the opportunity meant rousing our client out of bed. But we did it. And with a “truck yeah” attitude, we jumped into the social media storm in real-time with paid support behind our #TechnologyAndStuff content. Early the next morning we huddled with the client — the online conversation was still very much alive. We collaborated with Chevy’s other agency teams, pulling together a plan within hours. Then Chevy hit the gas.
#TechnologyAndStuff was painted across all of the new Colorado’s campaign communications. And the entire schedule was moved forward to capitalize on the opportunity. Chevy steered the online conversation, using the hashtag to promote the truck’s impressive new features with humor and drive traffic to the website.
“Truck yeah! How #TechnologyAndStuff became a textbook case for reacting to negative social buzz.”
the impact
#TechnologyAndStuff jump-started an incredibly successful launch for the Chevy Colorado.
Technology — a key factor in car and truck purchases — got a white-hot spotlight in Chevy’s marketing messages, and Chevy was widely applauded for owning the moment. In four days, almost 24,000 unique conversations claimed the hashtag, delivering 63 million impressions and trending stature. But that was only the beginning.
5M+
dollars in earned media generated by the hashtag
7X
more Chevy-owned page views
Gold Lion, PR: Digital & Social, Response/Real-Time Activity
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Cannes Lions Festival of Creativity 2015
award
Silver Lion, PR: Practices & Specialists, Crisis Communications & Issue Management
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Cannes Lions Festival of Creativity 2015
award
Bronze Lion, Media: Product & Service, Cars & Automotive Service
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Cannes Lions Festival of Creativity 2015
award
