Chevrolet’s Smart Buzz Marketing Effort

Play-Doh Chevrolet Orlando

For the launch, Chevrolet builds a real-life replica of Chevrolet Orlando made out of 10,000 pots of Play-Doh (pretty cool, I admit.) Indeed, creative buzz marketing is proven through time to be cost-effective. Chevrolet has done it so well that the unveiling of their new family sedan is hitting the press nationwide.

Eight model makers need two weeks to construct the 1.5 tons Play-Doh Chevy Orlando that cost Chevy $10,000.

Here’s the photo taken on the streets of London where the blue Chevy Orlando was parked (it will be moved inside a shopping center.)

Play-Doh Chevy Orlando in London streets

A smart cross marketing effort

Chevy only spend $10,000 for the marketing effort, and it is really a smart, cost-effective campaign. Chevy partners with Play-Doh, UK’s favourite nostalgic toys to make this happens.

The cross-marketing effort is plausible – Chevy and Play-Doh’s brands will get a boost after the unveiling as the photos will hit the news stands nationwide (and worldwide via online media.) A good win-win arrangement, indeed.

In today’s challenging economic situation, businesses should get smarter with their money. Chevy and Play-Doh are one of the case studies that show cross-marketing and cross-promotion offer excellent return on investment.

Ivan Widjaya
Smart buzz marketing