YouTube stars drive Chevrolet Europe viral campaign for Captiva SUV

06/17/2013 | MarketingWeek.co.uk (U.K) (free content)

Chevrolet is looking to create buzz for its Captiva model in Europe by hiring four YouTube stars to produce short films about the vehicle and post them to their own channels. Each producer was given full creative control to put the vehicle through a series of "tests," including showing the SUV race a dog for a Frisbee. "There's an opportunity here is to re-look at the way we launch cars in the future and reach consumers in a more efficient way," said Chevrolet Europe's director of brand and marketing Beate Stumpe.

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