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Anyone for Car Bungee? Chevrolet launches new motor - literally

Chevrolet has hit on a novel way to launch its new motor - Car Bungee.

On the back of research that showed extreme sports to be highly popular with the car's 18-30 target market, the motoring firm decided to launch the new Aveo model off the top of a 100ft tower.

The stunt was performed as part of Chevrolet's 'Let's do this' marketing campaign in the USA. Visitors to the letsdothis website had to click on a virtual hand which, after 2.5m clicks, would see the hapless Aveo plummet from the edge of a ten storey platform.

The Bungee Jump is the second extreme sport in which the Aveo has participated. Last month, the car was pushed out of an aeroplane to perform a freefall skydive.

Staff Writer

The Drum is all about modern marketing and media. In addition this website and The Drum magazine, the company is also responsible for the Recommended Agency Register - which aims to match the right agencies with the rights clients - and MiNetwork, an organisation which aims to make independently minded agencies more successful.

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