The Drum Awards Festival - Official Deadline

-d -h -min -sec

Author

By The Drum Team, Editorial

October 27, 2011 | 1 min read

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.

Chevrolet

More from Chevrolet

View all