Students are encouraged to ham it up. The videos will be posted within 24 hours of the ride to a special site, AveoLivinLarge. From here, the students can see the footage, pass it along to friends, or upload it to their blog pages or sites like Facebook.
Rewards for views
One student per campus will be a finalist, based on the video with the most views within a week of posting. One of those six students will win a 2009 Chevy Aveo5 if their video gets the most votes after five days of online voting next month on the dedicated site.
Chevrolet's public relations agency, Weber Shandwick, handled.* Spending for the nontraditional blitz wasn't disclosed.
Ed Peper, the VP in charge of Chevrolet in North America, said the "College Cab" program "leverages the online tools young people are already using in a fun and interesting way." He said the Aveo is suited to college students, since it starts at $12,120 and gets good gas mileage (34 miles a gallon/ highway).
Randy Herbertson, founder of marketing consultant Seesaw, New York, said advertisers too often expect their videos to get big viral blasts. He gave Chevrolet the thumbs-up for the effort. "I like the idea of incentivizing a viral activity," he said. "As long as the videos aren't hokey, they'll give the experience of being in the car."
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CORRECTION: An earlier version of this story incorrectly named Campbell-Ewald as the agency that handled the work.