General Motors' SUV brand Chevy Tahoe recently launched a Consumer Generated Campaign, and it's backfiring.
The campaign allows you to create and customise your own ad about this new gas-guzzling, environmentally ludicrious SUV. Which is exactly what people are doing.
Blogs like Total Tactics give some great examples where people have created their own versions to reflect the environmental issues associated with buying an SUV. It's culture jamming at its best – and I think it's hysterical that GM paid for every cent of it.
As you can imagine, the folks over at GM are frantically censoring these entries, pulling down submissions as quickly as they're going up. And once you start doing that, you really are driving yourself into a brick wall.
If your brand is ethical, authentic, responsible and loved by your customers, that's great. You have nothing to worry about. Your loyal customers will spread your goodness like wildfire. But if your brand isn't exactly the nicest kid in the yard, people will spoof your ads, hijack your logo, and give you the negative publicity that you probably deserve.