THE ASK

There was no ask. But when our team saw a flustered Chevy spokesman on TV, they acted fast to stop a #TechnologyAndStuff train wreck.

Chevy had the chance to show off its new, tech-loaded Colorado pickup truck during Major League Baseball’s World Series post-game presentation. But when a nervous spokesman said the Chevy Colorado provided leading “technology and stuff” it caught fire on social media within minutes. We knew we needed to intervene.

OUR SOLUTION

Go all-in and go right now.

Seizing the opportunity meant rousing our client out of bed. But we did it. And with a “truck yeah” attitude, we jumped into the social media storm in real-time with paid support behind our #TechnologyAndStuff content. Early the next morning we huddled with the client — the online conversation was still very much alive. We collaborated with Chevy’s other agency teams, pulling together a plan within hours. Then Chevy hit the gas.

#TechnologyAndStuff was painted across all of the new Colorado’s campaign communications. And the entire schedule was moved forward to capitalize on the opportunity. Chevy steered the online conversation, using the hashtag to promote the truck’s impressive new features with humor and drive traffic to the website.

The Impact

#TechnologyAndStuff jump-started an incredibly successful launch for the Chevy Colorado.

Technology — a key factor in car and truck purchases — got a white-hot spotlight in Chevy’s marketing messages, and Chevy was widely applauded for owning the moment. In four days, almost 24,000 unique conversations claimed the hashtag, delivering 63 million impressions and trending stature. But that was only the beginning.

Unit / Team

• Prime Agency : McCann

• FleishmanHillard’s Role : Social Media / Marketing & Advertising

• Direct Role : Senior Art Director for first 3 years then promoted to Associate Creative Director for remaining 2 years of contract

  Reported to Executive Creative Director - Leading 4 Direct Reports consisting of Art Directors, Copywriters, & Production. Supporting the Social Strategy, Intelligence, Account, Paid, & Real Time Teams.