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 intoÂ LetsDoThis.comÂ 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 towerÂ transmittedÂ 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.