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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.

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The Drum is a global media platform and the biggest marketing website in Europe. We produce The Drum magazine, 30 awards and events and manage The Drum Network which aims to make independently minded agencies more successful. We also help brands find the right agencies to work with through the Recommended Agency Register (RAR).

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