Chevy Turns #TechnologyAndStuff Fail into Marketing Win

ICYMI, Chevrolet Regional Zone Manager Rikk Wilde got a lot of attention for screwing up his lines while presenting the World Series MVP Award to San Francisco Giants pitcher Madison Bumgarner last night.

We felt bad for the guy, who was a case fit for our friends Bill McGowan and Mr. Media Training. But the line “class-winning…leading, uh, you know, technology and stuff” went viral.

Rather than shy away from all the jokes, Chevy joined the crowd and made the hashtag its own.

And it wasn’t just an isolated tweet, either: look how quickly the brand’s marketing team handled the turnaround.

Here’s a bit of the old “engagement”:

Wilde himself has yet to respond, but he’s become something of an overnight meme:

UPDATE: An analyst tells Bloomberg that the exposure created by Wilde’s gaffe was worth $2.4 million, or “six times more than the $392,000 it would have brought in with a more polished performance.”

Slow clap for good work all around.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: October 30, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT