There’s obviously something in the air, maybe the high property prices, but, following Nissan, another car manufacturer has decided that their vehicles are perfect to live in. This time it is Chevy, who are running the ‘Aveo Livin’ Large Campus Challenge‘. I’m late on this as it finished last week,
The “AVEO Livin’ Large Challenge” is a nationwide program in which two students on eight different campuses are living in the big and roomy interior of a Chevy AVEO from Oct. 30th – Nov. 3rd, competing to see who can “live the largest.”
With only class- and bio-breaks, these students, through Web cams, blogs and a highly visible location, are spending their entire week in full view of their campus peers as well as students across the country.
Who wins is determined by YOU. Watch, Predict, Vote.
They put the teams through a series of challenges, videoed them, got them blogging throughout the week and then got people to vote for the teams via text (not sure if via the site as well). It’s hitting a lot of the right buttons for a digital interactive campaign here and from appearances, it got some traction.
Looking at the product site, I’m guessing the college student is one of their key targets. A entry level car (I guess, cars not being my thing really), they hit 7 large potential markets and generate a lot of buzz about the car, (technorati search). We’ll probably get a few more of these types of campaigns in the next few months, each slightly more outrageous than the last.