Guerrilla Marketing

Chevrolet Sonic Bungee Jumps in Social Campaign

October 24, 2011 by Ryan Lum - 3 comments

General Motors decided to take a social approach to launching their new 2012 Chevy Sonic by sending the car off a 100-foot structure. The social campaign urged users to log into LetsDoThis.com and click a button that would get the car closer and closer to the edge. It took over 2.4 million clicks but one final click sent the car over the edge where it was caught by bungee cables. Several cameras placed around the tower transmitted the action live on the site.

The campaign was implemented on October 19th by Goodby Silverstein & Partners, along with Motion Theory and director Adam Sadowsky of Synn Labs.

About Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn or Twitter

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http://www.extremejohn.com Extreme John

Woaah!! That was just much like a toy car being played on.. Awesome social campaign. No wonder it had gathered as much people as they wanted. I love it!
http://www.magnet4marketing.net Fabrizio

Nice campaign, what motor company woudn’t do in being creative with their marketing. Must have been cool to see happen live.
Arroyoatlp

I felt that the marketing campaign left much to be desired. Chevy seems to be trying a little too hard to seem cool amongst the younger generation. In reality I feel that it may have had the opposite effect. Throwing a car from a high tower says nothing about the company or the car. I would much rather see a more informative commercial than one that weakly attempts to draw in potential buyers.

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