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When Co-Creation Doesn’t Work
It was a great idea. Let’s let the consumers create the commercials. Give them product film clips and music to use as raw materials online. Let’s involve the consumer!
That’s what monster SUV Chevy Tahoe did. And in minutes they got ads like:
Super: 13 miles to the gallon.
Super: $3,000 a year just for gas.
Super: But you can park anywhere.
Super: F#@k the earth. Get yours.
Super: Chevy Tahoe. An American Revolution.
Oppps.
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May 11, 2012
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