AdJab reports that Chevy is having trouble with some consumer created content for the Chevy Tahoe.
Users were given some audio and video collateral to work with and given the opportunity to piece them together as they saw fit. Well I don’t think they quite anticipated what might result from giving the kids the keys to the car, so to speak. At least three examples have been found of ads that use the Tahoe as background for rants against the war in Iraq, the dependence of the U.S. on foreign oil and more.
Whoops.
Consumer generated content because people are fans is fabulous news for any company. As happens more often than not though is that the company tries to pull more golden eggs out of the goose than they should….and the goose bites back.
Corporate marketers are seeing what is happening now that the old media barriers are coming down. They’re trying to get in on it and shove it into the traditional forms. What comes out is stuff like Captain Morgan’s blog and this.
Don’t try to herd the cattle. Pave the cowpaths.
tags:: chevy – web2.0 – paving cowpaths – marketing
