The Lead

And they’ve left them out there for all to see.

It’s not “social” if you don’t share with others. GM understands this and is willing to take the hit in the hopes that it is building good will online even if it is using as the subject a vehicle that guzzles gas like a thirsty marathoner guzzles water.

Another key element in this is GM’s willingness to make it a two-way affair. In return for engaging with the brand, Chevy enters users into a contest for trips and a Tahoe.

So, whether you’re an SUV enthusiast, an environmentalist or a budding commercial director, you have a shot at a prize.

There are other seemingly viral promotions out there that are one-way, with a pre-supposition that the reward is interaction with the brand itself. That makes them viral all right…viruses against which consumers should be inoculated.

Marketers must blend their sensibilities regarding consumer behavior and moving product with this new breed of two-way interaction. This space is not your daddy’s free-standing-inserting-shelf-talking-30-second-spotting communications vehicle. It requires engaging the consumer in new ways, taking chances with the brand and stepping in front of the competition. GM may not sell more Tahoes with this, but at the very least, they engaged consumers who will recall the engagement the next time they search for a car. They stepped in front of the competition and made a fair trade with potential customers.

BTW, yes, I made a commercial. View at your own risk.