B.Y.O.S.: Does Social Media Marketing Work?

Have you ever wanted to design your own vehicle and share your creation with friends?  Thanks to Chevrolet, you now have the opportunity.  Last week Chevrolet launched its newest social marketing campaign, Build Your Own Spark (B.Y.O.S.).  The Spark is Chevrolet’s latest entry into the mini car segment.  Set to go on sale this summer, the Spark will come in tantalizing colors such as Jalapeno, Salsa, and Lemonade.  A small car by design, the Spark is a truck owner’s guilty pleasure.  Chevrolet defines the Spark as “a nimble, affordable, five-door hatchback that lets urban drivers live larger in tight spaces” (“2013 Chevrolet,” 2012).  The Spark is for those who don’t just want to go, but go in style. 

This is social media at its best!  Young (2010) indicates that a critical aspect to influencing is to first determine how individuals that you are trying to relate to think, behave, and live.  But how does this affect social media marketing?  Are the results even measureable?  Over 60 percent of business owners who invest in social media marketing are certain that they will see a return (Laird, 2012).  However, what about the other roughly 40 percent?  About 30 percent are still on the fence and the remaining few are completely out, believing that social media marketing is a waste of money (Laird, 2012). 

For those that love things their way, which is most of the new generation, this is their moment.  The time has arrived when Spark enthusiasts and consumers alike can now log onto (http://www.chevrolet.com/spark-mini-car/build-your-own/) to build your own Spark.  Upon first entering the website, designers can select their trim level, choose an exterior color and coordinating interior, and lastly, price it out.  After all of the selections have been made, designers can then save their personalized Spark to Facebook.  Once on Facebook, individuals either chose to save or share their B.Y.O.S. masterpiece.  When selecting “Save this Vehicle”, designers can build and save as many vehicles as they like and view them as often as they want.  For those who choose to share with friends, individuals can post the Spark on their wall, track comments, and address responses.  So my mini car enthusiasts, summer is here and Spark is on its way.  Let’s get ready to B.Y.O.S.! 

References:        

2013 Chevrolet Spark mini car is the key to the city. (2012). GM News. Retrieved June 10,

 2012 from http://media.gm.com/media/us/en/chevrolet/vehicles/spark/2013.html

Laird, S. (2012, May 23). Does social media marketing really work? [Infographic]. [Web log

post]. Retrieved June 10, 2012from http://mashable.com/2012/05/23/social-marketing-

infographic/#

Young, A. (2010). Brand media strategy: Integrated communications planning in the digital era.

New York, NY: Palgrave Macmillan

Image Source: http://www.chevrolet.com/spark-mini-car/