Monday, April 03, 2006

Chevy Tahoe - UserGenerated Gone Wrong?

Chevy decided to allow users to create their own ads for the Tahoe, editing bits of film together into their own order, and adding their own captions.


The environmentalists, and later the pranksters jumped on board, and created some of their own:

For example:



Here (C word at the end)


Here (A bit surreal)

Here (Anti Bush)

Here (Very rude)

I'm not expecting these links to be live for long, but I suspect that some will get mirrored elsewhere on the net.

Update -

& they are - has set up a section of it's site to host it's own competition to make the best film (from their point of view). The page here features all of the entries to date, loaded into YouTube to make it harder to Chevy to get rid of them.

(With thanks to Simon Alexander)

Further Update (6th April)

The rudest seem to have been removed, but the environmental ones remain. The policy still seems to be that they are happy to have encouraged debate.

My erstwhile colleague Cory is very impressed with their attitude in his blog.

"First of all, i love that Chevy is allowing these ads to stay on the site. They are recognizing that the brand needs to be fair to all points of view and I commend them for it.

I also think they are being very smart in identifying that the audience is in control and they are trusting them. Now, if they react the correct way, we'll start to see them championing a new line of eco-friendly SUV's."

Also, MarketingVox has some stats:

"Users have submitted more than 21,000 ads and have emailed ads over 40,000 times; the site has generated 2.4 million pageviews; and the average visit to the site lasts more than 9 minutes"

Another update -
Some are now on YouTube

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