All the rage has surrounded CGM (consumer generated media or sometimes referred to as user generated media).
Unlike paid media, CGM is created by consumers. Some simple examples of CGM include blog entries, message board posts, forum comments, personal Web sites, and personal e-mail.
This concept has begun to expand over the last few years and now it's top of mind for Madison Avenue.
Most recently, Chevrolet took CGM to the next level and introduced a Web site allowing visitors to take existing video clips and music, insert their own words and create a customized 30-second commercial for the 2007 Chevy Tahoe.
Cool concept, right? NO!
It's turned into a public relations nightmare as these commercials are now being sent around online with tag lines like:
"Our planet's oil is almost gone. You don't need G.P.S. to see where this road leads."
"Like this snowy wilderness? Better get your fill of it now. Then say hello to global warming."
Who in their right mind at Chevrolet thought it would be a good idea to let consumers freely make and distribute their own TV commercial for their new SUV in today's social/political climate?
The marketing community is mixed on the overall results. Some see the campaign as a success and others do not (including myself).
You decide.
Click here to see a sample commercial we put together to show you how the campaign works.
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