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We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Log in or go back to the homepage. Chevrolet is taking a new approach when marketing its smallest vehicles that relies on the power of three. Rather than plugging the Spark, Sonic and Trax in separate campaigns, the automaker is bringing them together in a digital-intensive push that takes a lifestyle approach.
A new content hub called ChevySmallCars. Chevy has also launched a sponsored Pandora station called "Smallwave. The thinking is that the three small-vehicle brands -- which lack the marketing budgets of other Chevy Londonborsens chef sparkad like the Cruze and Malibu -- will get a bigger bang for the buck when advertised together and in a more targeted way. Outdoor ads, for instance, will target 12 neighborhoods that are home to "striving urbanites.
So we finding college town or neighborhoods that are taking off with young people," said Mary Kubitskey, senior advertising and marketing manager for Chevrolet cars. They are all quite young, they all shop for pretty much the same reasons [and] they all live in pretty urban areas. Chevrolet sold 17, Sonics in the first four months ofdown from 20, inaccording to data compiled by Automotive News.
Spark sales fell from 12, to 8, in that
Londonborsens chef sparkad. Sales of Trax -- which is considered a subcompact crossover -- fared better, rising from 13, to 18, While the new content is hosted on the ChevySmallCars.
Kubitskey said it's hard to find the young buyers Chevy targets on social media because they "are not the destination Facebook people that Generation Xers and boomers are.
One feature is called "Sonic Sessions," which shows Kickstand Band performing one of its in Sonic, belting out the tune using small instruments. Another feature on the microsite is called "Find Your Smallmate" that asks viewers a few questions and then seeks to match them with one of the three small vehicles based on their lifestyle. The targeted consumers are "very socially savvy so they have all kinds of places to find car Londonborsens chef sparkad Ms.
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Londonborsens chef sparkad You'll get the essential information you need to do your job better, including 7 free articles per month on Ad Age and Creativity Ability to comment on articles and creative work Access to 9 custom e-newsletters like Ad Age Daily, Ad Age Digital and CMO Strategy To get unlimited content and more benefits, check out our Membership page. A new outdoor ad Londonborsens chef sparkad the Chevy Spark.
Chevrolet Chevrolet is taking a new approach when marketing its smallest vehicles that relies on the power of three. is/osusume-part-time-job2013.info:digitalt osusume-part-time-job2013.info osusume-part-time-job2013.info .