To turn customers into brand ambassadors, Chevrolet (Chevy), a US automotive company, developed strategies to create brand loyalty and credibility. Chevy developed a master programme to use face-to face meetings to drive people to the company website. Little League Baseball games were sponsored and Chevy representatives handed out cards that simply said "Chevy Ignites" and listed a URL and password. When the consumer went o the site and typed in the information, they received a free T-shirt. Che...

BPIR Categories

1.3.1 Build customer relationships
4.1.4 Develop & implement marketing strategy
4.1.2 Manage advertising & promotional activities

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