After a nervous Chevrolet rep proclaimed that the new Colorado truck had “um, you know, technology and stuff” on live television during the World Series MVP presentation, #technologyandstuff immediately trended across social media. We turned the fail into a proud win for Chevrolet by owning the moment and changing the conversation with same-day creative, capitalizing on #technologyandstuff and highlighting the all-new Colorado amongst a hard-to-reach target audience.
At 11:43 p.m. on October 29, as part of its Major League Baseball sponsorship, Chevrolet presented the World Series MVP with an all-new Chevrolet Colorado truck, complete with…”um, you know, technology and stuff.”
Those were the now infamous words uttered by a nervous Chevrolet representative, broadcast to a live audience of 13.1 million households that sent the social masses spinning with chatter and self-produced content, all with the immediately trending #technologyandstuff. Social media was taken over with tweets, videos and memes drawing similarities to Chris Farley’s legendary motivational speaker character on Saturday Night Live.
What do you do when life hands you lemons? We had a big job ahead of us, but we made lemonade by turning the embarrassing moment into a proud win for Chevrolet.
Insight and STRATEGY
Chevrolet and the all-new Colorado were in the crosshairs of this very public — and very negative — social and media activity tagged with #technologyandstuff. While the conversation was negative, we saw the silver lining: there was a new, large audience that was now talking about Chevrolet that wouldn’t have typically engaged with the brand in any other circumstance.
At 11:35 a.m. on October 30, we pitched an idea to Chevrolet: own the moment and conversation with same-day creative, capitalizing on #technologyandstuff and highlighting the all-new Colorado amongst a hard-to-reach target audience.
With nearly everything sold out, the teams leveraged all resources and relationships to secure late-night TV, search, and social—where Chevy’s audience tuned-in and organic chatter was abundant—Thursday-Sunday, including SNL and The Walking Dead, as well as newspaper ads in the most relevant regions.