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April 07, 2006
Chevy shares statistics about the Tahoe campaign
MeIisa from GM's Chevy division shared a few stats with us about the Apprentice/Tahoe campaign.
Of total submissions to chevyapprentice.com:
- About 84% have been straight product-pieces favorable to the Tahoe
- Of the remaining 16% of submissions, the majority are either anti-SUV (as a category) or the creator is using the ad as a platform to promote a specific cause or defame a particular group; a minority of submissions directly attack the product
- 4 million page views
- 400,000 unique visitors
- 22,000 ad submissions
"We're still listening and talking and the exchange has been worthwhile," she writes.
Her information was in response to my suggestion yesterday on Ed Peper's blog post that Chevy share stats about the program.
Is Chevy/GM listening? Absolutely. Kudos. (Or as Hugh says, rock on.) Thanks, Melisa.
So while we have your ear, might we also suggest you extend the program statistics transparency to the contest website itself? Live stats help participants understand the bigger context of their participation. It would also be a beneficial contribution to the marketing world on the initial impact of large-scale programs like this.
Technorati Tags: GM, Chevy Tahoe, Citizen marketing
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Chevy shares statistics about the Tahoe campaign
Of total submissions to chevyapprentice.com:
About 84% have been straight product-pieces favorable to the Tahoe
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» Chevy Tahoe Campaign Success from the Web Chef's e-Bytes
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I used to work at GM in marketing and amidst all the cutbacks, I thought the negative ads were getting on-line simply because they don't have the manpower to moderate them quickly enough. But, this post shows that they are aware of the negative ads and are allowing transparency to keep the promo credible. Especially with their FastLane blog, one could say GM is a leader in this area of PR/Marketing.
Atul
Unfortunately, I don't think their being as good a sport as it would seem. Chevy has in fact been shutting down some of the negative ads that are generating the most traffic. I've counted nine links and others have found more.
You can find some of those links to the shut down ones in this post (scroll tp 2nd paragraph). http://viralno.de/blog/selectpost.php?id=25
