Marketing

After 'stuff' happens, Chevy team scrambles

Chevy estimates the "technology and stuff" moment at the World Series netted an extra $5 million in media exposure for its new Colorado pickup.
November 08, 2014 05:00 AM

DETROIT -- Chevrolet U.S. marketing chief Paul Edwards awoke at his usual 4 a.m., grabbed a cup of coffee and his phone and began checking text messages. It took only a few seconds to learn that the car-giveaway presentation at the World Series Game 7 the night before had gone badly awry.

Staying current is easy with newsletters delivered straight to your inbox.