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Wednesday, April 05, 2006

Trend: User-Created: Assessing the Oops-a-Daisy


The saga of the lame Chevy Tahoe 'User Co-Created" stunt continues as predicted: most blogs repeat the critiques and spread the parody versions, not the fan versions (if any really exist). I have yet to see anyone in the blogosphere to proclaim this idea to be fresh - certainly nothing from Tahoe drivers (who, ironically, are probably clueless to the whole affair anyway).

So what exactly does this campaign do - reinforce Tahoe fans as an active and engaged community? Convert views and perceptions from those unfamiliar with Tahoe? Get great buzz and align the Tahoe as a pop-culturally significant idea? Cleverly dramatise a unique brand positioning idea or functional benefit of the product? Not sure, really. Not even really sure what it has to do with The Apprentice or how it enriches your show viewing experience... But I figure the footage was laying around anyway, may as well give it to kids with little intent to buy and every intent to joke and snicker.

Just to keep the case study thorough, here are some further parody examples at CNET here and some coverage in NY Times here and Autoblog here, or here, where treehugger.com has made clowning on Chevy an Olympic sport, or get the dedicated wiki directory here or...

4 comments:

magnus said...

In the NYtimes article they say they're not going to censor. Bollocks - the most critical ones have already been disappeared...

Ho hum...

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But I figure the footage was laying around anyway, may as well give it to kids with little intent to buy and every intent to joke and snicker.

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