Detroit: Chevrolet is using its rock and roll roots as part of a national PR effort.
Chevy is in the midst of a rock memorabilia tour that is sending rock items and classic Chevys to 15 stops around the country.
"We're getting some pretty good coverage already," said Matt Banchek, communications assistant manager for Chevy.
The idea evolved out of a billboard ad Chevrolet had for a major Detroit car event in 2001. The ad carried the tagline: "They don't write songs about Volvos."
Chevy found 200 songs that include references to the brand. It ran TV ads playing off the rock theme last fall and during the recent Memorial Day weekend.
Chevy is also working on a calendar with Rolling Stone, a CD of songs mentioning Chevy, a web poll on favorite Chevy songs, and events at US colleges.