Chevy Amps up its SXSW Sponsorship

by Mike Reiber

Chevrolet is using the popular Austin-based music, film and interactive event, SXSW, which runs from March 9-18 to showcase its new models.

Chevy's 4G LTE concept car features a touch screen monitor in the dashboard and tablets mounted on the backs of the front seats. The in-dash system powered by GM's OnStar allows the driver to Skype with another Chevy model located several blocks away. The driver can stream videos and different programming quickly and efficiently using the 4G network. The brand is also showcasing its Sonic Boom concept car which features a custom audio showcase via a concept Kicker audio system.

In addition to its concept cars, Chevrolet offers a variety of services to SXSW attendees. A free shuttle service called "Catch a Chevy" provides free transportation to and from SXSW events using a fleet of 46 Cruze sedans and Chevrolet Equinox crossover vehicles. Attendees can also test drive them at the convention center. Chevy's Volt Recharge Lounge allows attendees to rest their feet and recharge their mobile devices.

So, what's the ROI, you're asking? Sounds like a huge investment to reach a mere 16,000 SXSW attendees. Chevy has correctly identified the uniqueness of SXSW, the match with its brand attributes, and the link with its target consumer segments. The event allows it to showcase GM innovation to innovators from high tech, music, film and interactive industries. You can bet your boots that Chevy's SXSW partnership will make brand consideration and preference scores leap among attendees and their respective spheres of influence.

The real ROI, however, will come during the next few years as attendees and those people they impact begin to replace their existing vehicles. 

Here's a look at Chevrolet at SXSW:

New iPhone on Verizon's Horizon: But Should You Go For It?

There were a lot of happy Verizon customers when they learned they would have access to the iPhone. And they have a right to be, considering the biggest drawback to the iPhone has always been the service issues that have come up with AT&T. Add in the fact that the Verizon iPhone will have Wi-Fi hotspot capabilities, and you'd think it would be an easy sell.

Consumer Reports, however, isn't so sure. They posted a story on their blog last week that brought up some interesting counterpoints that could rain on many Verizon customers' iPhone parade. The arguments against getting the Verizon iPhone boil down to two main points:

1. Gray-Haired Gadget: Despite all of the reports and stories about the upcoming iPhone 5, the Verizon iPhone will still be the older iPhone 4. While still serviceable, keep in mind it's pretty well-aged in technology years.
2. Bait and No-Switch: The obvious rebuttal to that first argument is to simply upgrade a little early from the iPhone 4 to iPhone 5. Sorry, but Verizon made a few sneaky changes to their upgrading policy. The new policy scraps the "New Every Two" plan and requires you to wait 20 months as opposed to the usual 12 months before upgrading phone to phone. Here's a brief timeline to put it all in perspective if you do go with the Verizon iPhone right away:

• You get the iPhone 4 comes to Verizon next month. With the new Verizon upgrade policy, this is your last credited "New Every Two" upgrade.
• The iPhone 5 comes out sometime this summer. However, you have to stick with Verizon for 20 months before upgrading to the iPhone 5.
• Apple typically comes out with a new phone every year, but because you have to wait 20 months you'll still be stuck with the iPhone 4 when the iPhone 5 will be old news. Ouch.

Consumer Reports suggests waiting until this summer to consider to consider going with the Verizon iPhone, and based on these arguments they may have a point.