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Marty’s Marketing Minutia: Hype, Hope and Hysteria

Score a big win for GM.

by on May.25, 2012

GM marketing czar Joel Ewanick, shown with the Chevrolet Volt.

Hooray for Joel Ewanick! He had a helluva week breaking molds, traditions and profligate spending while making new ad biz rules. He’s gone where few CMO’s have dared to go with the outlandish premise of getting a measurable return on every component of the corporation’s massive advertising budget.

Part 1 was killing GM’s Facebook ads, a media trip into the unknown that was not working: i.e., generating measureable interest or involvement. Feeling good is not a Metrix element of marketing. Results count, right?

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Part 2 was the cancellation of three 30-second commercials on next year’s Super Bowl because they become too expensive. What a bizarre concept. GM not on the Super Bowl. OMG!

But the media buy of $11.4 million based on a price tag of $3.8 million apiece is chump change when one considers the other elements of the major expenses for a traditional Super Bowl package for Gargantuan Motors that could boost the bill by another $10 million or more.

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Chrysler Puts “Imported From Detroit” Message on New Line of T-Shirts

But GM takes steps to co-opt rival’s ad tagline – along with VW’s hot “Darth Vader” campaign.

by on Feb.16, 2011

Chrysler has put the tagline of its popular Super Bowl ad on a new line of T-shirts.

Hoping to capitalize on the unexpectedly warm reception given its “Imported from Detroit” tagline, which anchored a Super Bowl commercial featuring rap star Eminim, Chrysler will let consumers help spread the message.

But it won’t be cheap, Chrysler planning to charge $29.95 for all-cotton T-shirts it will be selling on its Chrysler division website.  The shirts will feature the “imported” message superimposed over the brand’s recently redesigned winged-badge logo.

Notably, Chrysler says the T-shirts are being made in the U.S., though it’s not clear if the automaker has signed on with a vendor in the Motor City.  (Click Here for TheChryslerCollection.)

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The “Imported from Detroit” message was the brief tag to an unusually long, 2-minute commercial aired shortly after the half-time break of the Super Bowl game, earlier this month.  Where makers typically try to use humor or pastoral scenes to help sell their products, Chrysler took aim at some of what a rival maker called the “myths” about the struggling carmaker.  These included shots of a beaten-down Motor City, as well as images of a town on the mend.

Rap start Eminem is shown driving through Motown in a Chrysler 200 sedan before parking at the restored Fox Theater, climbing onto the stage with a gospel choir and then turning to the camera to proclaim, “This is the Motor City, and this is what we do.”

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