Chevrolet is using social media as a “sampling source”, so if you’ve got some pull on social media hubs, you could be sampling the Chevy Sonic for three days.
Working with Klout, a company that rates and ranks a person’s “social influence,” Chevrolet is trying out a new kind of sampling program for people with social media influence. This could be bloggers or Twitter-savvy individuals who have a Klout score of at least 35 (scores range from zero to 100 and measure a person’s social influence). These people will then have the chance to “sample” the 2012 Sonic for three days. The program, which started in November and runs through December 14, has already generated quite a buzz, with complimentary blog posts and about 2,000 tweets so far. People who test drive the car can say whatever they would like about the car, whether it be positive, negative, or nothing at all.
“It’s effective for getting out the message,” said Cristi Vazquez, a Chevrolet spokeswoman in Detroit. “One of the things we’ve found is that the best way to get people to change their perception about our company is to get them behind the wheel.”
For this sampling program, 139 test drives will be offered in Chicago, New York, Atlanta, Dallas and San Francisco, with about four or five Sonics available in each city.
[Source: Automotive News]