Chevy Drives Apprentice Gig to Online Contest
Chevrolet has created an online promotion that challenges armchair apprentices to become an “Apprentice Project Manager” and create their own commercial for one of its new vehicles.
The “Chevy Online Apprentice” contest allows consumers to build their own 30-second spot using an assortment of existing video clips available at Chevyapprentice.com. Entrants customize the ad using music selections and their own advertising copy to convey the product benefits of the 2007 Chevy Tahoe. Entries must be submitted by April 10.
The grand-prize winner gets the opportunity to choose one of three prizes: a “More Music” prize to the CMA Country Music Awards, the “More Sports” prize to a MLB All-Star Game or Chevy Rock & Roll 400 at the Richmond International Raceway and the “More Leisure” prize for a getaway to Jackson Hole, WY.
The Detroit, MI-based company, a division of GM, launched the promotion in conjunction with Chevy’s role on NBC’s The Apprentice on Monday where candidates were challenged to create the most entertaining training event” for Chevrolet dealers centered on the 2007 Chevy Tahoe.
“The Apprentice is at the forefront of incorporating compelling product integrations into a dynamic primetime program,” said Kim Kosak, Chevrolet general director of advertising and promotions in a statement. “The broadcast integration provided Chevrolet with an opportunity to connect with consumers in a fun, engaging way while communicating the product benefits of the all new Chevy Tahoe.”
Campbell-Ewald, Warren, MI, handled for Chevrolet.
