Matt Dyke summarises:
Interesting case study from Wired Mag on last spring's brand campaign for Chevrolet, which was entirely consumer generated. In summary, people were given a pretty much free reign to say anything they liked through the format of video. With 30,000 videos submitted in four weeks, it won't surprise you find out that a number of people put together negative brand messages about Chevy. What is more surprising is that Chevy didn't try and gag these consumers and in fact there was a positive overall sales effect.
Here's the full article.
Robin Grant
Blogging for:
Member since: 03 Jun 2008
Last login: 02 Jun 2009
Total Posts: 733
