Honda and Acura Car Forums banner
1 - 7 of 7 Posts

·
Registered
Joined
·
1,189 Posts
Discussion Starter · #1 ·
GM slow to react to nasty ads
By Greg Sandoval
Staff Writer, CNET News.com

update General Motors did little in the way of damage control on Monday after a do-it-yourself ad campaign for a GM SUV was hijacked by critics of the company and thousands of negative ads flooded the Web.

As part of a partnership with the TV show "The Apprentice," GM launched a contest last month to promote the Chevy Tahoe SUV. The contest challenges viewers to create their own digital commercial about the SUV at Chevyapprentice.com. Entrants must choose from a range of video clips and sound tracks and write their own text to create their ad.

In other news:
Is your cell phone due for an antivirus shot?
Russian phone Trojan tries to ring up charges
Over the weekend, hundreds of people used the Internet to circulate thousands of videos that charged GM with contributing to global warming, protested the war in Iraq or just demeaned the Tahoe's quality. Some videos also contained profanity or sexually explicit messages.

Late Monday, GM announced that it would begin screening the ads for "offensive and inflammatory" content but would not remove material based solely on a "negative tone" toward the company.

The contest is a success as a marketing campaign, according to Melisa Tezanos, a GM spokeswoman. Consumers have submitted more than 21,000 ads and have e-mailed commercials over 40,000 times, she said. Chevyapprentice.com has generated 2.4 million page views, and the average visit to the site lasts more than 9 minutes. The company anticipated before launching the contest that it may see some negative ads, but Tezanos noted 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," Tezanos said.

The ads apparently began circulating early last week, according to some who saw them. On Saturday, hundreds were posted on a message board at DemocraticUnderground.com, a site created in 2001 and dedicated to "the exchange and dissemination of liberal and progressive ideas."

In one contest entry were the words "Yesterday's technology today," superimposed over a clip of engine pistons pumping. Another featured shots of the Tahoe zooming through snow, mountains and desert. Over the video appeared the words: "Global warming isn't a pretty SUV ad. It's a frightening reality."

"Viral marketing" is the current buzzword used by advertisers to describe the way a message can spread among Internet users.

Much has been written about attempts by corporations to tap into this phenomenon, but the GM contest is an example of how such efforts can backfire.

Contests that appeal to the public to come up with the best slogan or jingle have been around for decades. Companies asking for public opinion have always been aware that their products may not be popular with everyone.

"The issue here is that GM is providing a public display of the feedback versus keeping it in house," said Gordy Abel, vice president of marketing agency Carat Fusion. "An open community can see all responses. In my opinion (GM) needs to do a better job of screening these types of contests in the future to make sure the content complies with the rules before it is posted."



:hehe
You can drag and drop vid clips onto two levels of a linear timeline then add your own text. It's pretty fun, but here are some funny left wing examples...

http://www.chevyapprentice.com/view.php?country=us&uniqueid=ed9acefc-1185-1029-98eb-0013724ff5a7

http://www.chevyapprentice.com/view.php?country=us&uniqueid=8514ed70-117d-1029-98eb-0013724ff5a7

http://www.chevyapprentice.com/view.php?country=us&uniqueid=66067bb4-1160-1029-98eb-0013724ff5a7

http://www.chevyapprentice.com/view.php?country=us&uniqueid=559c6be2-10b8-1029-98eb-0013724ff5a7
 

·
Registered
Joined
·
593 Posts
hobie237 said:
Eh, why should they react? Their critics are out there. So what. I think ignoring them actually helps take away from their impact. This way you dont dignify it with a response.
so you're saying ignorance is bliss? Thats your defense? Play stupid.? Doesn't sound like a smart marketing plan to me.
 

·
Registered
Joined
·
5,438 Posts
accordjtstyle said:
so you're saying ignorance is bliss? Thats your defense? Play stupid.? Doesn't sound like a smart marketing plan to me.

No, just dont respond. Some of the ads are just plain dumb. Just like some of the fake ads and photochops and everything else that shows up on the internet. Some 16-year old that uses their website to create some stupid ad making fun of GM isnt worth the marketing department's time to take care of. Just like Mastercard doesnt bother saying anything about some of the commercials people make on their website. Not worth the time and money to deal with it- just let them have their laughs and move on.
 
1 - 7 of 7 Posts
This is an older thread, you may not receive a response, and could be reviving an old thread. Please consider creating a new thread.
Top