When A Brand Gets It Right: Chevy #MalibuMomsCecily Kellogg
Recently I was lucky enough to attend a brief event in Connecticut at the Winvian Resort on behalf of Babble with some lovely folks from Chevy. They were introducing us to the Chevy Malibu, all fresh and shiny for 2013, which is not an uncommon experience for either the press or bloggers we are often introduced to new or upcoming products from companies.
What was different, though, was that Chevy invited a mix of bloggers working in the parenting space and press members that work at magazines geared toward parents, and instead of just introducing us to the car itself they introduced us to the mothers that helped make it.
The event itself was informative and fun, but what really impressed me was just how smart the event was when it came to working with bloggers.
By making the choice to highlight MOMS, they had a fast route into the heart of all of us attending. The car itself was actually pretty amazing; I’m not a sedan lover by any means but by the time they took the car back (yes, they loaned me the car for a week) I was really, really sorry to see it go. Not just because it was comfortable and so much cleaner than my 2007 minivan, but because I felt connected to the women that helped build the car.
The event started with the loan of the car, then we all drove up to the gorgeous Winvian Resort. We were allowed to bring a guest (I brought my friend Jo-Lynne) to make it a “girl friend” event, although our guests weren’t required to attend the press briefings (and we were all given a spa treatment, which I gave to Jo-Lynne; I’m not a spa gal, much).
Then we met the #MalibuMoms: Tracy Mack-Askew, the Vehicle Line Manager (meaning she oversaw the development of the car from start to finish), Tricia Neiiendam, a lead designer for the project, and Julie Kleinert, the North American Child Safety expert (I learned more about car seats than I’ll ever need to know again, wow). Then we had a lovely dinner, ‘smores by a fire, and then off to bed. The next morning we got to hear from Suzy Cody, the amazing aerodynamic engineer (who also happens to do roller derby, going by the name Shovey Camero) and Kara Gordon, the noise and performance engineer.
It was amazing to meet so many smart and incredibly skilled women, and throughout the event I couldn’t stop marveling at how well done it all was compared to other brand events I’ve attended; the resort, the cars, the women involved in making the car all of it.
Other brands wanting to impress moms, take note. This is how you do it.