In an attempt to reach out to the 18 to 25-year old demographic, Chevrolet (GM) has decided to use the Internet, 16 college students and eight Aveo cars, according to the Auto Channel.
What they've done is to take two students from eight different universities and have them use an Aveo for a week. They will all be filmed and required to keep posting to a blog about their experiences.
After the week is over, there will be an online vote to decide which will win the car.
The marketing department at Chevrolet said that this is the most effective channel that can be used to reach the younger crowd.
While it doesn't sound like something too compelling, it does have some potential depending upon what the students decide to do while they're riding around with the cars. That's the part that is out of the company's control; and also the part that offers the greatest possibilities.
Correction: Participants won't be riding in cars, only sitting in them being filmed.
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