Chevy Drive to Web/Photoblog Contest

Those who watched last nights MLB All-Star Game on FOX witnessed a large banner unfurl over the Chevy billboard in Comerica Park. My first impression was that this was an uber-gorilla marketing tactic by another .com site looking to make a big brand splash. The Banner simply displayed a URL that read "HHRYA.com". I attempted to hit the site and was met with a "timed-out" error. Obviously I was not the only one intrigued to uncover what was at the URL. When I was finally able to access the site this morning, I was surprised to find myself on a landing page promoting Chevy's new cross-over vehicle the HHR. The car is scheduled to be available later this summer and Chevy has undertaken some innovate cross-channel campaign and gorilla marketing tactics to target a young and hip demographic.

Specifically, the HHRYA.com landing page is promoting a photoblog contest co-sponsored by TextAmerica (http://www.textamerica.com). Chevy is seeking the best still or video image that incorporates the letters "HHR". Images can be submitted at the landing page (http://www.hhrya.com) or by email/cell phone at hhrya@tamw.com. The individual that submits the image that receives the top vote every week will win either a Pioneer XM2Go or and Apple Ipod Photo. The most creative still or video submitted and posted throughout the duration of the campaign (7/1/05-9/9/05) will win the Grand Prize, a Custom Chevy HHR as well as be featured (along with four runner-ups) in upcoming Chevy Advertising campaigns. Being a fanatical Red Sox fan, my vote goes to the below still: