AD AGE's Mike Colias reports Chevrolet recorded approximately $5M "in free media exposure" from its #ChevyGuy and #TechnologyAndStuff campaigns. Chevy's "publicity bump" came from the "viral response in the days following its semi-botched" presentation of a pick-up truck to Giants P Madison Bumgarner for winning the World Series MVP. General Motors Exec VP & President of North America Alan Batey said, "The guys made lemonade out of a lemon." Chevy VP/U.S. Marketing Paul Edwards said that the "improvised campaign has officially been retired." Edwards: "I think it's run its course. We don't want to look like we're behind on the joke" (ADAGE.com 11/10).
A HIGHER OCTAVE: CBSSPORTS.com's James Herbert noted several Thunder players star in a commercial for Oklahoma City-based Edmund Hyundai, in which they are "speaking with helium voices." The ad, featuring F Serge Ibaka, C Kendrick Perkins, G Reggie Jackson and F Nick Collison, "isn't quite as good as the San Antonio Spurs' HEB commercials, but it's still awesome" (CBSSPORTS.com, 11/8).
DESERT FLOWERS: In Phoenix, Stacia Naquin wrote with "huge winning streaks" for both the NFL Cardinals and the Arizona State Univ. football team, "a variety of stores in the Valley are winning as well." Phoenix-area Dick's Sporting Goods Community Marketing Manager Philip Birkbeck said, "With the teams winning, there's always going to be a boost in your traffic and your sales and just this excitement around the city." Naquin noted game-day gear "isn't the only big seller," as fans "also want to be prepared for pregame activities with chairs and coolers for tailgating" (AZCENTRAL.com, 11/7).
