When a Chevrolet regional zone manager fumbled his words during the now infamous 58-second address that preceded his handover of the keys of a 2015 Chevrolet Colorado to World Series MVP Madison Bumgarner, many thought that Chevrolet would’ve been stuck with an inadvertently created lemon especially since the incident came on the heels of the official launch of the new mid-sized truck.
However the opposite happened, and what started as an embarrassing gaffe on baseball’s grandest stage, quickly transformed into a viral internet sensation that’s estimated to be valued at $5 million. That’s a ton of free marketing, all based on what’s pretty much turned into a play on the situation. A gaffe. A joke. But like most jokes, they can wear out quickly, as Chevrolet confirmed to Automotive News that the #TechnologyandStuff shtick won’t be sticking around any longer.
Regardless of whether the catchphrase has run its course or not, it is pleasing to see that the Chevrolet marketing team is willing to embrace new marketing strategies and be flexible enough to respond to unique opportunities (intended or otherwise) when they arise. Will this phenomenon ever happen again? Only time will tell.