Looking back at the Tahoe Ad Campaign
I sometimes learn the most when I read older articles again. With today's perspective, I can better understand what worked and what didn't. With that in mind, I took a look at Wired Magazine's excellent coverage of the Chevrolet Tahoe advertising campaign. For those of you who don't remember, Chevrolet ran a consumer generated advertising campaign in 2006 in partnership with the Apprentice. Consumers were invited to submit their own advertisements at Chevyapprentice.com with the best advertisement being aired on prime time television.
At first it appeared that the campaign bombed. There were approximately 3,000 submissions but some of them heavily criticized the Tahoe for its fuel consumption and resultant negative affects on the environment. But rather than removing those ads, Chevy let them stay much to everyone's surprise. They used the ads as an opportunity to start a conversation. The microsite got 629,000 visits and sales took off. The rest is history as they say.
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