Chevy turns spokesman’s ‘technology and stuff’ mishap into ad campaign
Baseball fans who stuck around for the postgame celebration and ceremonies following the San Francisco Giants World Series clinching victory in Game 7 were treated to an awkward, uncomfortable and somewhat unfortunate moment for Chevrolet spokesman Rikk Wilde.
As Giants ace Madison Bumgarner was presented his World Series MVP trophy and the keys to a brand new truck from Chevrolet that’s also included in the package, Wilde let his nerves get the best of him as he stumbled through his message. While describing its features, Wilde got so far off track he coined the phrase “technology and stuff,” which naturally became a popular hashtag on social media.
It was a painful 60 seconds of television that couldn’t end soon enough. In particular, it had to be tough on Wilde, and also for the company that put Wilde in a position he obviously wasn’t ready to handle. But it wasn’t the end of the world for either.
Nor should it have been, because where there’s a negative, there’s always a chance to turn it into a positive. That’s exactly what Chevrolet has done in the days since, turning the low point in Wilde’s speech into a new marketing slogan.
And a full blown campaign. Here’s a full-page ad that appeared in Friday’s USA Today.
Well played, Chevy.
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Mark Townsend is a writer for Big League Stew on Yahoo Sports. Have a tip? Email him at [email protected] or follow him on Twitter! Follow @Townie813
