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Chevy Tahoe - When consumers take control and campaigns go wrong

Published April 12th, 2006 in E-PR

I’ve been keeping an eye on the feedback about the Chevy Tahoe online campaign, where consumers were given the opportunity to create their own ad by combining clips that were made available. The campaign was the cause of controversy because some consumers choose to create protest clips against SUVs instead of creating favourable ads. I imagine that there were a few scared marketing execs saying that wasn’t supposed to happen!

From an outsider’s perspective, given that I live in Ireland, I don’t think that the campaign was that bad. I had never heard of a Chevy Tahoe before, but if I was asked to name some american cars, the first two names that would pop out of my mouth are the Chrysler 300C (because it’s the ‘king of bling’ :D ) and the Chevy Tahoe.

In terms of word-of-mouth, I think that the campaign was immensely successful in building general awareness. My real problem with the campaign though is as John Wagner put it, “It’s just an observation — and perhaps I am off base — but I’m guessing the typical Tahoe owner is professional, male, probably in his 40s, with a hobby such as fishing or boating….If your target market isn’t likely to participate, what’s the point? It doesn’t matter how many people create an ad if few of them are ever going to own a Tahoe.“

Ben McConnell from the Church of the Customer website posted a few statistics from the campaign, which I have cut and pasted below:
• About 84% of submissions 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

The statistics themselves are great to look at and I hope they’ll provide the impetus for other companies to jump on the social media bandwagon. It’s worth remembering though that there are lies, damn lies and statistics. What I mean by that in this case is whether those statistics are proof of achieving the objectives of the campaign. Given the target audience as described by John Wagner, I doubt it.

Here are some other people’s 2 cents on the subject:
Shel Holtz - Chevy Tahoe kerfuffle: Does Chevy get the last word
Pete Blackshaw - “I Just Can’t Believe They REALLY Gave Consumers Control!”
Adrants - Chevy confirms it gets Social Media
Adfreak - Why did Chevrolet even go there?
Tara Hunt - Chevy Tahoe’s first mistake

EDIT/ Obviously working too hard at the moment since it took me a week to realise that Chevy is a brand available here in Ireland, unlike what I originally said. Stupider still I work on its sister brand. Must get some sleep…


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5 Responses to “Chevy Tahoe - When consumers take control and campaigns go wrong”  

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  1. 1 John Wagner Apr 12th, 2006 at 6:55 pm

    Piaras:

    Good analysis … don’t you think a smarter CGM effort would have been to have passionate Tahoe owners videotape the unique ways they use their SUV? Their hobbies, professions, family uses, etc.?

    I’m with you on the numbers. They don’t really TELL us anything.

  2. 2 Piaras Kelly Apr 13th, 2006 at 1:38 am

    Or even find people from that target audience that are tech oriented and Tahoe owners and record why the vehicle is the perfect fit for them. I’ve talked to a few MPV owners in ireland and it’s amazing how simply things like a rear door that swings open or drink holders in the back seat sways their decision.

    Given the fact that more people are turning to the Internet than stepping into car dealerships in order to research their purchase decisions and in some case find vehicles before even stepping outside their front door, why more car manufacturers aren’t embracing the web is beyond me.

    The real selling point for me though is the ability to create long lasting relationships through simply things like video tutorials on car maintainence or where to buy car accessories for kids.

  3. 3 Tom Apr 20th, 2006 at 4:41 pm

    Piaras,

    Below is an link from Anthony Mayfields blog which shows how particpation from customers can be a good thing as well.

    http://open.typepad.com/open/2006/04/blogs_and_the_p.html

  4. 4 David Apr 26th, 2006 at 12:59 pm

    http://www.chevrolet.ie/

    The stats are interesting - but how many of the 400,000 unique visitors are there to find out about the brand and how many were just online “rubber-neckers”

    “The real selling point for me though is the ability to create long lasting relationships through simply things like video tutorials on car maintainence or where to buy car accessories for kids.” — The problem with trying to build an online relationship is that it can’t take the place of good dealer service. You buy a car from a person, not online. It is this relationship, not a fancy Flash-based website (most people are on dial-up) that will influence people. In fact, as I think of it, a swizz website that doesn’t take into account that most people are on dial-up is pretty counter-productive.

  5. 5 Piaras Apr 28th, 2006 at 1:57 am

    Yeah, I’d agree on the number of “rubber-neckers”.

    Hopefully we’ll all be on broadband in the near future in Ireland. An online relationship can’t replace a good dealer service, but research shows that thanks to the Internet the footfall into dealerships is falling. People used to visit seven dealerhsips in the past but apparently they visit around two now. By engaging online, you could have a better chance of getting them into the showroom.

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