By 
Have you seen the hideous “Chevy Volt Song and Dance” performed at the L.A. Auto Show this year? This is a classic example of green marketing gone wrong. The song is cheesy, the dancers perform an uninspired dance, and the whole spectacle is just plain painful to watch.
What Chevy should have done is take a cue from They Might Be Giants. The band produced one of the most well-made, eco-friendly tunes to date, as well as a high quality animation video to accompany it. The video is adorable and makes viewers feel so cozy watching the driver and puppy trail along the beautiful night landscape.
A song and dance can work well for a product if it engages the emotions of potential customers; it must be done tastefully and attractively. We know that with the right tune and the right image, this type of marketing has the potential to resonate strongly with the masses.
Apparently, it seems as though former GM marketing chief, Bob Lutz, did suggest earlier to the Volt team to use the TMBG song instead. However, the memo must have slipped through the bureaucratic holes in communication.
I am hoping that this experience fades into the background of an otherwise successful marketing campaign for the Chevy Volt. Next time, GM, get real dancers with real musicians and craft a song you know people can’t wait to download. Otherwise, just stick to the traditional methods.
Shannon Arvizu is a Ph.D. Candidate at Columbia University in Environmental Sociology. You can find more cutting edge analysis of the clean tech field at www.misselectric.com and www.thecleandeal.com.
