If you have been reading on my blog before you know that I think it’s about time for true integrated advertising. The faster we don’t have to talk about ‘both worlds’ in advertising, the better. But that’s the future, we ain’t there yet.
And yet, today, AdPulp noted what I see as a great example of integrated advertising. Chevrolet launched a contest in which college students from across the US will compete to produce a Super Bowl spot.
“The winning team will participate in the production process as their concept is developed and made into a 30 second television commercial. The spot will then air during Super Bowl XLI on February 4, 2007.
Chevrolet contacted advertising, marketing, and film programs at some 340 colleges and universities across the country, and reached out to hundreds of other schools, including community colleges, to give as many students as possible the chance to enter the challenge.”
I’m very curious to find out how they hopefully will be able to start building momentum with this, all the way to the Super Bowl. Supposedly – at least that’s what I expect – using a lot of the new communication ways to follow ‘the adventure’ until the end.
I find this a great example of combining maybe the summum of mass media – the Super Bowl ads – with the new ways of consumer generated media.