Chevrolet has found an innovative way to integrate IBM’s cognitive cloud service Watson into its new ad campaign called “Fueling Possibilities.” The campaign leverages Watson’s cognitive power to offer people “positivity tests,” which assess how positive and upbeat their posts on Twitter and Facebook are and assign positivity scores accordingly.
So far, Chevrolet has set up so-called “positivity pumps” at gas stations in Buenos Aires, Cape Town, and New Orleans to engage consumers, who are encouraged to input their social media account names and receive free gas based on their positivity scores. Chevrolet’s parent company, GM, said that it is working to bring them to gas stations around the world for the rest of the year. The auto brand also created a website where interested consumers can check their positivity scores online.
What Brands Need To Do
This Chevrolet campaign showcases an interesting example of harnessing social media data for sentiment analysis and bringing some personalization into a marketing campaign. As cognitive cloud services like Watson mature and become more widely available, brands should consider experimenting with this type of analytical tool in order to learn more about their customers and devise new ways to engage with consumers.
Header image courtesy of ChevroletCanada’s YouTube Video