#Technologyandstuff for the Marketing Win

Here’s how you turn a live television gaffe into marketing gold.

During last night’s MLB World Series, Chevrolet Zone manager Rikk Wilde stepped into the winner’s circle to present Giants pitcher Madison Bumgarner with the keys to a 2015 Chevy Colorado.

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Nervously out of breath and pulling cue cards from his pocket, Wilde said the 2015 Chevy Colorado “…combines class winning and leading technology and stuff with wifi powered by OnStar.”

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Chevorlet, or perhaps simply a quick-thinking social media manager, ran with it and created this Tweet with hashtag #technologyandstuff. 

Chevy double downed on the trending hashtag by paying to promote the Tweet on Twitter yesterday and today, placing this full-page ad in the sports section of the USA Today:















An analyst tells Bloomberg that the exposure created by Wilde’s gaffe was worth $2.4 million, or “six times more than the $392,000 it would have brought in with a more polished performance.”

Other brands, from IT staffing firms to television stations, have adopted the hashtag into Tweets–an innocuous form of hashtag hijacking, in which marketers use a trending hashtag to incorporate into their own Twitter efforts.

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The social media lesson? An attentive social media audience wants brands to acknowledge the fifth wall when things don’t go as planned. It’s the same satisfaction an audience gets when an actor “breaks” character in uncontrollable laughter. 

Chevrolet showed audiences it has a sense of humor and can embrace what could be viewed as a blunder as a mere blip of #technologyandstuff. 

Do you have a social media blunder that you could turn into a #chevyguy moment? Share below.




Journalist, podcaster and southpaw Shelby Skrhak is the former director of digital content and social media for SUCCESS.com. Before joining SUCCESS magazine, Shelby launched the weekly suburban newspaper Plano Insider, and covered topics ranging from cops and courts to transportation and fashion. Her handwriting should be a font.

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