In an obvious attempt at a social media publicity stunt (it worked), a legitimate public service announcement from Chevrolet regarding information about the 2016 Chevy Cruze has been released exclusively in emojis. For those unfamiliar, the Cruze is yet another creative derivative in Chevy’s long-running series of almost identical sedans.
After initially releasing the statement on its website Monday morning, Chevy Tweeted out this news, attempting to start a new Twitter trend with a #ChevyGoesEmoji hashtag.
This campaign asks in both the Tweet and in the news release for its fans and followers to decode this 13-line letter of gibberish (seen here), not even hinting that there might be a reward to the first person to correctly crack the code. If for whatever reason you don’t feel like trying to solve this pointless puzzle over the next 24 hours, the release sympathetically includes in its message that you can also “watch the decoder at 2 p.m. EDT on Tuesday.” Thank god for that.
According to Business Insider, the goal of the emoji-only announcement is to attract to the increasingly youthful target audience. In the article, Chevy’s senior manager for social media is cited as saying that, “Because emoji in international in its adoption, we wanted to have fun and be irreverent with our audience.”
Full disclosure: I am a proud owner of a pre-owned Chevy Impala. At 25 miles-plus to the gallon, it runs like a gem, is mighty spacious, and, perhaps most importantly, has a brand name as American as apple pie that fulfills my right-winged heritage. With that said, I’m having trouble seeing the integral purpose behind this marketing approach from this 103-year-old company rooted in tradition.
But hey, as the old saying goes, adapt or die..