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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. : : : 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
Copywriter
Company
General Motors
Skills
Copywriting
Media
Social Media Content
Project Industries
Automotive
Chevrolet El Camino social stunt
Chevrolet El Camino social stunt
Chevrolet El Camino social stunt
Chevrolet El Camino social stunt