For one of my interactive communications graduate class assignments, I had to find a social media campaign that inspired me. I considered Harley-Davidson Motorcycles, Kraft Miracle Whip’s new campaign, and others. I finally, while biding my time trying to think, discovered Veronica Belmont on Twitter. She intrigued me with her 1,595,738 and growing followers. I clicked to her web site and discovered:
Veronica is a technology and gaming-centric video host based out of San Francisco. Currently her projects include Qore (a monthly interactive magazine about the PS3 for Sony) and Tekzilla (a weekly tech help and how-to show on Revision3.com). She has also written for Slate, DoubleX, MaximumPC and PC Gamer.”
Her links included Cruze-arati for Chevrolet…hmmm. I went there and this is what I found:
six young adults
- traveling around in Chevrolet Cruzes,
- blogging on assigned topics (entertainment, fashion, music, sports, technology, and travel),
- checking in to interesting locations on Four Square,
- documenting Cruze tours with photo postings on flickr,
- linking to the Chevy Cruze Facebook page,
- reporting via video on YouTube, and
- you can also subscribe to an RSS feed of the site to keep up with the hype.
In addition to this entire “new media buzz,” you can Tour the Chevy Cruze which takes you to the Chevrolet site for the model. The traditional website displays a technical attitude with 360-degree views, color changes, a video tour of the car, and a “Live Chat” to talk to a Chevrolet representative. In addition you will find car specs, price specials, and dealer links like traditional websites for cars.
The Chevy Cruze Facebook fan page let’s owners post personal experiences about their Cruzes in addition to admiring photos, watching commercials, reading blogs, and linking to the Cruzerati website.
This campaign focuses on 18 to 34-year-old car buyers. The Chevy Cruze reportedly “fuses compact pricing and fuel economy” with mid-size luxury and styling. It also offers hands-free Facebook® with GM’s OnStar services, blue-tooth communications on the steering wheel, and USB ports for music from MPS players or flash drive. The campaign and the car speak to young America.
Experience the attention to detail of this campaign; watch Veronica’s 15 Feb 2011 report of “the International Speed Texting Champions battle to take home the 2011 LG Mobile World Cup.” Notice the non-invasive introduction of the car; and then on with the report.
Veronica Belmont also visited TechShop in Menlo Park, California. TechShop, a member-based community, provides “access to tools and equipment, instruction, and a community of creative and supportive people so they can build the things they have always wanted to make.” Again, she reported on a topic of interest to young adults 18 to 34.
When you go to the Chevrolet Cruze YouTube channel, you can enter a contest to appear in the Cruze video for the New York Auto Show. The contest uses a slide-show format to explain the rules.
This campaign excels on using the new media to target a specific audience — 18 to 34-year-old car buyers. It focuses on tech-savvy, young adults. It appeals to topics of interest to young adults (entertainment, fashion, music, sports, technology, and travel). It conveys professionalism with every link working and presented in an easy to understand flow. It also gives off a youthful attitude from the writing to the graphics. I’m impressed.
According to NPR, Chevy Cruzes sold 18,000 cars in February. November 2010 was the first full month of sales. The Cruze replaced the Chevy Cobalt. Edmund’s Inside Line reported that, “Approximately 22 percent of the early buyers were age 16-35 years old. More than 50 percent of early buyers were women.”
I would say the Chevrolet Cruze new media campaign works. It works as Chevy identified their market and then built the campaign to target that market. The attention to detail shows in every part of the campaign — you can see it in the video staging, the blog topics, and the story choices for reporting. This campaign exemplifies a well thought out and produced marketing effort utilizing multiple platforms relying heavily on the new media. Inspiring.