Chevrolet continues to take advantage of the notoriety Zone Manager for K.C. Rikk Wilde gained from his presentation of the World Series MVP trophy Wednesday night, as the automaker runs full-page ads promoting its new Chevy Colorado in Friday's N.Y. Times, USA Today and K.C. Star that read, “Technology … And Stuff.” The Chevrolet Trucks twitter feed also has posted several tweets with the #TechnologyAndStuff hashtag (THE DAILY). In Chicago, Phil Rosenthal writes Chevrolet management "had a choice to either embrace the moment or hide from it," and the automaker chose to "turn into the skid." Marketers "spend much time and money trying to come up with viral messages half as potent as the one Wilde stumbled and mumbled into." Chevy Dir of Communications Michael Albano said, "Our social media team quickly realized that maybe we had something here and leveraged it and sentiment's turned a little bit. Now we've got an opportunity to have a two-way conversation with our consumer truck customers, and that's all we can ask for." Rosenthal writes "nothing went the way it was supposed to go" during Wilde's presentation, yet Chevrolet "got exactly what it wanted: A flurry of interest in the Colorado." The fact that anyone "remembered anything about the MVP presentation the next day proved that, no matter how bumpy the road, it was the right path for Chevrolet and their Colorado." Rosenthal: "Has there ever been a sponsor's presentation of an MVP award after a big sporting event that wasn't instantly forgotten?" But questions still abound as to why Wilde "was the guy repping Chevrolet center stage after Game 7 of the World Series." Albano: "Sometimes it's reserved for senior leaders in the company as it's a high-profile opportunity. But we know Rikk is an authentic Chevrolet guy. He's a great ambassador for the brand" (CHICAGO TRIBUNE, 10/31).
PUT IN A BAD SPOT: ESPN's Bomani Jones said, "I felt so bad for that guy watching that video like all the way through. You know why I felt bad for him? Because Bud Selig didn't do anything to help him out." ESPN's Dan Le Batard said, "I can't imagine what it's like for that guy to go into work today and I can't imagine what it's like for the guy that sent him out there to do that to go into work today." But Le Batard added, "That ceremony is not something we ever pay attention to the corporate sponsor. Now today people are talking about 'technology and stuff.' It's not flattering but you're actually talking about the product you wouldn't have been otherwise. I salute that man!" ("Highly Questionable," ESPN2, 10/30). CNBC's Phil LeBeau said of Wilde, "He was very nervous on national television, but GM points out, he was genuine, he was sincere" ("Power Lunch," CNBC, 10/30). NBC's Tamron Hall noted Chevy told Wilde he "did nothing wrong, so he's getting a lot of praise." Hall: "I think he's adorable." NBC's Matt Lauer: "I like this guy. Let's invite Rikk Wilde here to try that again. Let's let him do it live on the air." Hall said, "We don't want him to redo it because we like the technology and stuff" ("Today," NBC, 10/31).
: In Detroit, Gardner & Priddle note Wilde "appears to have garnered millions in free publicity for the
Chevrolet brand." Front Row Analytics data shows that Chevy "has received at least" $2.4M in media exposure from the unconventional presentation. Bloomberg "reports that is six times more than the $392,000 it would have brought in with a more polished performance" (
DETROIT FREE PRESS, 10/31).
