Aveo Car, Video Camera and College Students Part of Chevrolet's New Ad Tactic - VIDEO ENHANCED STORY
 |
DETROIT - October 26, 2007: Rather than using traditional media outlets like television, Chevrolet is using the Internet, 16 college students and eight Aveo cars to target the highly sought 18 to 25-year-old demographic. As part of its "Livin' Large!" campaign, Chevrolet has selected two students from eight different universities to drive around in an Aveo for one week. The participants will be filmed throughout and must keep a blog on their experience. Afterwards one of the groups will be chosen through an online vote, to win the compact car. Marketing experts from the auto company say the effort, which is known as a viral campaign, relies on word-of-mouth rather than newspapers and radios and is the most effective format to reach a younger audience.
