Chevrolet and MTV are partnering around the 2006 VMAs to help educate viewers on E85 ethanol technology in an effort to raise awareness about reducing greenhouse gas emissions and curbing dependence on fossil fuels. The specialty fleet will be branded to promote the show as well as GM’s Flex Fuel technology, which is at the center of a “Live Green, Go Yellow” initiative. This marks the first time a manufacturer has provided a fleet of E85 vehicles that have been customized specific to a major awards show.
“Going green never looked so good,” said Ed Peper, Chevrolet general manager. “The 2006 MTV Video Music Awards is a great opportunity for us to showcase our Flex Fuel, E85 ethanol-compatible vehicles, as well as spread the word about Chevrolet’s product portfolio that boasts nine out of 10 cars with over 30 mpg fuel economy.”
In addition to the Fleet of Chevy Flex Fuel vehicles, a one-of-a-kind “pimped out” 2007 Chevy Tahoe Concept will make its red carpet debut at the VMAs. The Concept vehicle, which was designed by award-winning automotive designer Chip Foose and Unique Performance Concepts, will transport a celebrity to the awards show.
Chevrolet has also designed a multiplatform program centered around the 2006 MTV Video Music Awards to include: the branded fleet, customized Tahoe Concept, in-program content (Chevy will present the pre-show “Top of the Rock” concert and provide the “Chevy Fly-Cam” with aerial shots of red carpet arrivals) and on-line/off-line advertising.
New creative was designed to pump up awareness about Chevrolet’s line-up of fuel-saving vehicles. Television ad spots themed in tandem with a recently-launched web site – reduceuruse.com – are tagged “How would you spend your time away from the pump?”
The web site invites consumers to upload consumer generated video of unique activities they would enjoy if they did not have to spend as much time at the gas station “fueling up.” Humorous postings to date include a man watering his garden while dressed in a Speedo, a giant bouncy ball clash and an electronic football enthusiast. Each video clip can be further shared on consumers’ MySpace pages, blogs and beyond. Reduceuruse.com is also an informational resource about Chevy vehicles and fuel efficiency, including the nine out of 10 Chevy cars that have an EPA estimated 30 or more highway MPG.
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