GM Demystifies "What Is 230?" Viral Campaign

Published on August 11, 2009
by Marisa Taylor and Andrew LaVallee

General Motors pulled the curtain back on a cryptic marketing campaign, saying Tuesday that its new Chevrolet Volt would get at least 230 miles per gallon when it goes into production next year.

In recent weeks, an ad with “230” appeared on television and the Web. The number appeared on a bright green background, with a smiling electrical outlet in place of the zero. At the bottom, the numbers 8-11 hinted at its reveal date.

AdAge reported Thursday that GM was behind the campaign, though the car manufacturer and its agency, Starcom New York, wouldn’t spill details.

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