Chevy Livin' Large Case

Welcome Back from Break!

I hope you all had a great time away...and to those of you who stayed here, I hope your time was also wonderful.

In today's class, I'll be handing back your Muzak Case and hope to have all your Ted cases graded by this evening. One key priority for today is to meet in groups to talk about finalizing plans to upload the pre-campaign strategy by tomorrow morning (Tuesday, March 22).  Getting all things up-to-speed before the launch is a priority.  I believe Team Suzy has client approval to proceed. Team Diaspora- your client should have a final review in hand by later today. I'm meeting with Eldred at the store after class. If anyone wants to join me from the team, please let me know. Team Serendipity:  Houston we have a problem. We will put our heads together to figure out the implications of our need to launch with the client's site "parked." I also have updates from each team as I either met with, or spoke with your clients at length, all during the "break."

We will have to really push hard to be ready to launch and begin our Google AdWords Campaign on Wednesday.

As for the Chevy case:

I had said I'd send the Chevy Case over break and extend the due date from today to THIS Friday. However, I wanted to give us more room between cleaning up some client work and launching the AdWords Challenge. Therefore, you'll have until NEXT Friday (April 1) to complete the assignment about Chevy. 

As you'll discover from reading the case, Chevy needed to communicate the benefits of an Aveo (spaciousness, quality, low cost) to its core audience. GM needed a way to be promotional, yet authentic; if the target audience felt the online content was too contrived, corporate or boring, the would lose interest fast. The solution? The creation of social media-driven Aveo Livin' Large campaign.

Please download the case PDF from Blackboard. Read and answer the following case questions in a 4-6 page paper). Just like in the TED case, please attach your papers in Blackboard only. Thanks!

1. Describe how Chevrolet utilized social media in the Aveo Livin' Large campaign (1 page)

2. What were the results of the Aveo Livin' Large program? (1-2 pages)

3. Describe how you might utilize and/or are utilizing a social media program for your client. Be specific about the design of the campaign (1-2 pages)

4. Utilize the content distribution model to describe how you would distribute this program for your client. (1-2 pages)

See you soon!

Your Professor MCB