GM revealed the 2014 Corvette Stingray on Sunday, and the only thing as iconic as the car’s sleek lines and unprecedented power was the marketing strategy behind the reveal. Corvette sent a strong message via Twitter, YouTube and even PlayStation to remind the world that the new Stingray is no longer a car for old guys. Hitting on a hipper, more modern vibe, GM has used everything from sponsored hashtags to video games to hype their C7 for the crowd.
Take their partnership with Gran Turismo 5. Starting January 15, players of the game can download a free Corvette Stingray to drive in the game via the PlayStation Network. According to GM, the Stingray – which was available for download, albeit covered with camo – is almost a perfect replica of the car, both inside and out. The car’s video game marketing clearly shows a leaning toward pop culture and a younger demographic than previous campaigns for the C6.
Twitter was another component of the aggressive content marketing strategy. Armed with a sponsored hashtag (#stingray) the car company snagged the top spot for trending topics by 1 p.m. on Monday morning. The Twitterverse exploded with tweets, pics and comments on the new design. Currently, Quantcast lists the largest demographic on Twitter as the 18-to-24 crowd, followed closely by the 25-to-34 age group.
GM staged what was essentially a YouTube takeover by first streaming the Stingray reveal in real time via their Corvette-branded YouTube channel. The Stingray subcategory is now home to over 10 videos, with everything from the live reveal to teasers and “making of” content for Corvette lovers to drool over.
Noticeably missing from the aggressive content marketing strategy was a heavy Facebook presence. While the reveal was sent to their over one million Facebook fans, Twitter and YouTube have received the most attention over the last 24 hours of marketing. It makes sense. If GM is hoping to market the Stingray to a younger demo, they’d better go where they can best connect with that taget: video games, Twitter and YouTube.
It’s a go-big-or-go-home mentality and it makes sense. After all, the older demo of die-hard Corvette lovers will probably check out the reveal and the new C7 out of loyalty and love for the brand. GM needs to convert new blood to Corvette drivers to keep the brand running strong. While it might mean getting out of their marketing comfort zone, it’ll pay off in the long run – a lesson that other content marketers can learn from when planning their own strategy.
Pushing the demographic boundaries and going from 0 to 60 in content strategy? What else could you expect from Corvette?
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