"The Literary and Artistic heritage of humanity should be used for partisan propaganda purposes." - Gil J. Wolman
“A lot of people who call themselves artists now are cultural critics who are using instruments other than just written language or spoken language to communicate their critical perspective.”
Saturday, November 8, 2008
My War with Chevrolet on Wikipedia
You may all remember my posting last year detailing Chevrolet's viral marketing campaign which spawned several hundred parodies and resulted in some very bad publicity for the company. If you don't, you can read the wikipedia post about this below. Several months ago, this page had all the details about the embarassment this caused but when I returned to the page last week it had been scrubbed. I re-entered this information and ONE DAY LATER it was scrubbed again. I think these commercials were a landmark moment for digital remixing and hope that anyone reading this now might go to the Tahoe wiki page and make sure the company isn't pulling more funny business.
The Apprentice make-your-own-ad contest
The 2007 Tahoe was featured on and promoted through Donald Trump's TV series, The Apprentice, where the two teams put together a show for the top General Motors employees to learn about the new Tahoe. Also, The Apprentice sponsored an online contest in which anyone could create a commercial for the new Tahoe by entering text captions into the provided video clips; the winner's ad would air on national television. This viral marketing campaign backfired however, when hundreds of environmentally conscious parodies flooded YouTube and Chevy's website critiquing the vehicle for its low gas mileage. Though Chevrolet initially made a statement saying they would keep these adds on their site the company eventually took them off. The negative publicity that these commercials garnered eventually led many marketing and p.r. firms to question the effectiveness of user generated advertising.