Chevy campaign targets MTV audience

DETROIT: Chevrolet has increased its partnership with MTV as the auto company continues to promote its new greener line of cars to the younger generation.

DETROIT: Chevrolet has increased its partnership with MTV as the auto company continues to promote its new greener line of cars to the younger generation.

The reduceuruse campaign beckons the public to visit reduceuruse.com where they can upload user-generated videos of what they do when they are not at the pump. The campaign's tagline is "How would you spend your time away from the pump?" The Web site reduceuruse.com launched on August 17 and has almost 60 videos uploaded by contributors.

"A surprising number of youth are concerned with the environment and preservation," said Joe Godard, associate creative director at Campbell-Ewald Advertising, Chevy's AOR for advertising and PR. "Whether you are driving age or not, you are still looking at cars and forming your opinions about them."

Chevrolet has been advertising its reduceuruse campaign exclusively on MTV since the middle of August. The second phase of the campaign was scheduled to go into effect on August 31 at MTV's Video Music Awards (VMA). Chevrolet tapped auto designer and fabricator Chip Foose and Unique Performance Concepts to make a custom design 2007 Chevy Tahoe to bring a celebrity to the VMAs red carpet in style. Pop-punk band All American Rejects was scheduled to enter the show via the Chip Foose concept car.

"Chevy donated 60 vehicles to the VMAs," said Godard. "They will be delivering the talent to the red carpet as they enter the show. They are all flex fuel vehicles that can run on E85 ethanol or gasoline."

The campaign is touting the message that nine out of 10 Chevy cars gets an estimated 30 MPG highway miles or better.

This is the second user-generated content campaign Chevrolet has pursued in 2006. Its first, a cross-promotion with NBC's Apprentice, encouraged consumers to generate their own Chevy Tahoe commercial on Chevyapprentice.com. Anti-SUV critics used the site to spoof ads.

"The Tahoe campaign was in the back of our minds when we began this campaign, but it didn't scare us away from delving into cyberspace to try something else that is new and innovative," said Terry Rhadigan, director of communications for Chevy.

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