And GM fans, don't worry: Chevrolet is also employing traditional social media tactics, nabbing a page from the Fiesta's playbook by hosting a Twitter/Facebook-fueled race from various locations in the U.S. to Austin -- in Chevy vehicles, of course. For details, check the full release below.
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Chevrolet to Evaluate Emerging Social Media Technologies at South by Southwest
Chevrolet to learn about the best practices for connecting with customers in a digital age
DETROIT, March 9 /PRNewswire/ -- On March 12, Chevrolet will launch three social-media applications at South by Southwest, as a pilot test of emerging technologies that will help Chevrolet connect with consumers. During the interactive, music and film conferences and festivals, Chevrolet will have an opportunity to introduce more than 185,000 attendees to products like the Camaro, Volt, and Cruze. As one of the preeminent interactive conferences, South by Southwest also provides an opportunity for Chevrolet to learn what attendees feel are the best practices and emerging technologies in social media.
"Social media is a powerful tool in a digital world where people can get news instantly on their smart phone, watch television shows on streaming video, and communicate with friends on social-networking sites," says Jim Campbell, Chevrolet general manager. "For Chevrolet, South by Southwest provides an invaluable opportunity to learn how best to communicate with customers in by leveraging these technologies."
Accordingly, Chevrolet will focus on integrating technologies and events at South by Southwest, creating opportunities to talk with, and learn from, attendees.
Evaluating Emerging Technologies
Chevrolet will evaluate three emerging technologies during the conference, including location-based social networking, quick response codes, and augmented reality.
- For location-based social networking, Chevrolet has partnered with Austin-based Gowalla. From their smart phones, Gowalla users can "check in" to let friends and followers know where they are at a given moment. Gowalla users inAustin will receive a welcome message from Chevrolet, while a select number will receive icons redeemable for transportation in a dedicated fleet of Chevrolet vehicles, or information at Chevrolet lounges around the city.
- Chevrolet will use Quick Response (QR) codes to introduce attendees to the key features of vehicles including the Camaro, Volt, and Cruze. When photographed using a camera phone, the QR codes will launch a dedicated microsite with key features of the vehicle. For example, a QR code on the hood will take attendees to a micro-site to learn more about the 1.4-liter Ecotec turbocharged engine in the Cruze, which is expected to deliver class-leading 40 miles per gallon.
- For augmented reality, Chevrolet is one of the first automotive companies to use the emerging technology in a mobile application. Users who download the Chevrolet iReveal application, available in Beta form, will be able to unlock three-dimensional models of Chevrolet vehicles. The application will provide key specifics of the vehicles, and insert the virtual image of the car over the actual streetscape viewed through the smart phone camera lens.
"The potential of these technologies is incredible," says Christopher Barger, Director of Global Communications and Technology for GM. "Imagine using Quick Response Codes to download the price and options for a vehicle on a dealer lot right to your cell phone. Or, imagine using augmented reality to virtually preview different colors of the Camaro in your own driveway. We are just scratching the surface of what's possible with mobile technologies and social media applications."