How Chevrolet turned a social-media crisis into a triumph – and stuff

This event report outlines how Chevrolet, the auto marque, managed to turn a burgeoning social-media crisis into a successful short-term marketing campaign.

How Chevrolet turned a social-media crisis into a triumph – and stuff

Stephen WhitesideWarc

It is late into the evening of October 29th. The San Francisco Giants had just the 2014 World Series.

As a sponsor of Major League Baseball's annual showpiece, Chevrolet traditionally hands over a new car to the Most Value Player across the seven-game faceoff. In this case, Madison Bumgarner, the Giants' pitcher, was set to receive the award and a new Colorado truck from Rikk Wilde, a zone manager for General Motors – Chevy's parent company – in Kansas City.

Jamie Barbour – the brand's...

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