Advertising Age Article Abstract
Why GM's 'What Is 230' Buzz Wasn't Enough
Chevy Volt Push Confused, Failed to Engage Consumers
NEW YORK (AdAge.com) -- General Motors Corp.'s "What is 230?" campaign netted more buzz for the Chevy Volt than the brand has seen in six months. Even so, if this is the first example of what to expect under GM's mandate to build digital buzz, don't expect too much. The push was flawed because it was ill-timed, targeted a group that is not likely to be the core Volt buyer and -- most of all -- didn't offer enough clues to engage people. ...