A dear friend of mine, who is a local store marketing genius for a national restaurant brand, shared the following story. I had to pass it along to illustrate this integrated product launch.
Here is the story (paraphrased by the author):
While traveling for business in California, a gentleman was accosted by a street team of kids giving him a free shirt that read "whatis230.com. He asked the team what it meant. They said they didn't know either, but to check out the website on August 12.
Check out the link below for the answer to "whatis230.com".
This industry, that once relied upon huge TV budgets, is weaving an LSM-styled approach into a national campaign.
Thank you my friend for sharing this story!
http://www.chevrolet.com/pages/open/default/future/volt.do?cid=Whatis230_2009-08-11
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