Chevrolet El Camino social stunt
THE INSANE BRIEF: In May 2011, the chief marketing officer of GM, Joel Ewanick, got into a Twitter battle with the editor of Jalopnik.com who was harassing Joel to release a new El Camino. After some late-night tweeting, they hammered out a deal. If Jalopnik could get 100,000 people to comment in support of the car, Mr. CMO would give them one. We got a call the next morning saying "Create something social to capitalize on this!" and then had seriously a few hours.
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THE SOLUTION: Eager to stir drama, we accepted the ad hoc challenge and created a little digital piñata of Joel Ewanick that got whacked each time someone left a comment. After 100,000 of them, he would crack open and the new car would fall out. Why a piñata? It's the El Camino, isn't it?
- Project Roles
- General Motors
- Social Media Content
- Project Industries