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GM To Push Sonic Off Bridge, then Plane - DrivingScene

Categorized | News

GM To Push Sonic Off Bridge, then Plane

Posted on 05 October 2011 by Adam Kaslikowski

Z-Spec Sonic

General Motors plans on doing some “XTREME!!!” marking to pull in the “young hep kids” and persuade them to exchange their hard-earned “clams” for the new Chevy Sonic. How you they plan on getting through to today’s overstimulated youth? Simple, the Sonic is going to go bungee jumping and sky diving. Obvious really. GM is launching this appeal to younger U.S. buyers through an advertising campaign launching on October 15. GM will have the Sonic bungee jump from a 10-story structure in Long Beach, California. Consumers will also be able to view video clips of the Sonic sky diving in Arizona, filmed using 27 cameras both inside and outside the car, and play an online, social game that will give away 10 Sonics. Kids play games of their MyFace pages right?

The ad campaign — dubbed “Let’s Do This” — will be skewed toward a digital component. Ford is currently credited with leading the way among U.S. automakers in marketing its models using social media, and GM is looking to get a piece of their action in this segment. The campaign will revolve around letsdothis.com (not currently live) and will be an exclusively digital campaign for the first three months. The new Sonic is part of GM’s effort to connect with buyers ages 18 to 34 who may not have the negative view of GM that older consumers might, said Kevin Mayer, director of Chevy advertising. Prices for the subcompact start at $14,495. Starting early next year, more traditional TV ads will air. I just hope one of the ads puts a leather jacket on the car and has it jump a shark.

Source: Reuters
Image: © GM Corp

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