Plunderbund

Wired talks about Chevy’s “roll-your-own” ad campaign.

Chevy had already enlisted Internet users for its 2005 introduction of the HHR, a retro-style SUV along the lines of Chrysler’s PT Cruiser. After almost 1,300 people submitted photos and videos promoting the new vehicle, Chevy decided it was time to try this stuff where it really mattered – on the Tahoe, whose astronomical profit margin (about $10,000 per vehicle according to one estimate) makes it critical to the success of Chevrolet and its parent, GM. The Tahoe had just gotten its first makeover in years – serious styling, luxury seats – and its relaunch was at the top of GM’s agenda. So they decided to pull out all the stops: “The Apprentice, for prime-time brand awareness,” explains Kosak, the ad director, “and digital, because everybody is into digital.”

More of the excellent “remix” ads after the fold.