Picture from @ChevyTrucks on Twitter
Every year Chevrolet gifts a new car to the MVP at the World Series. This year, however, an Internet meme was born out of an unexpected gaffe during the televised handover ceremony, as a nervous Chevy spokesman stumbled through his speech and described the new features of the 2015 Chevy Colorado as “class-winning and leading, um, you know, technology and stuff “.
While he did at least manage to point out the new truck comes with “WiFi powered by OnStar, sitting there on the screen”, the speech was unintentionally funny for all its awkwardness. Naturally, “#ChevyGuy,” “#TechnologyAndStuff” were among the top 10 national trending topics on Twitter within an hour. Besides the relatable nerves brought by public speaking, one crucial reason behind such instant virality is that the vaguely defined “technology and stuff” description struck a cord with US consumers, who are just as confused about the technological capabilities of connected cars as the Chevy Guy.
Unlike previous TechWrecks, however, Chevy quickly turned the situation around by embracing the “technology and stuff” line with a hashtag on Twitter and made it a campaign tagline, creating a very effective impromptu viral campaign. To avoid future mishap like this, though, automakers must do a better job at familiarizing the consumers with all the “stuff” connected cars have to offer. After all, no one wants to buy something they don’t understand.
For more in-depth analysis on the present and future of connected cars, stay tuned for our upcoming white paper.