DETROIT: General Motors' Chevrolet brand is using a combination of traditional media outreach and social media engagement to promote its 100th birthday, which will take place November 3.
The automaker's core communications team of six employees is working with Weber Shandwick and MSLGroup on outreach efforts and media strategy. Chevy advertising and marketing AOR Goodby Silverstein & Partners is leading the initiative.
The company held a media event two weeks ago in Detroit with 250 international journalists and 75 reporters and bloggers from North America, inviting reporters to its design center for a “behind-the-scenes” look at its future products, said Annalisa Esposito Bluhm, manager of communications at Chevrolet. The automaker also brought journalists to Chevy's Milford Proving Grounds to test-drive vehicles and learn about the future of propulsion technology.
“The majority of our communications strategy is focused on engendering passion and recognizing the everyday people behind the brand looking forward,” said Bluhm.
To celebrate the company's anniversary on a grassroots level, Chevrolet dealerships around the country are hosting open houses with entertainment and food from November 1-7. The automaker hopes consumers can “enjoy the products and meet the people behind the brand,” Bluhm added.
On November 3, the company will encourage local Chevrolet managers to show gratitude to their employees in whatever way they see fit. The auto brand will also premiere a 90-minute Chevrolet centennial film that will officially debut on the Velocity channel on November 21.
The company has also used its centennial website, Chevy100.com, to educate consumers with interactive “Road We're On” components. Consumers can also create a roadmap of their life story with the “Ride of Your Life” app.
The brand will publish more of its centennial webisodes, which are also available on its YouTube channel, after November 3. The company will use Facebook and Twitter to engage fans, as well.
Chevy will also host a live Q&A session where an executive from the brand will answer consumers' questions. It will also encourage customers to share their favorite Chevrolet stories on the company's Facebook page starting November 3.
“For centennial, we've been focusing on people's stories and we've also been live-chronicling our events,” said Bluhm.