Chevrolet and IBM's Watson program have partnered for a new advertising campaign called 'Fueling Possibilities.' The campaign, which comprises a TV spot and an online test, is all about encouraging people to be more positive with their social media personas. Using Watson's deep learning, the 'Chevrolet Global Positivity System' analyzes social media accounts to give people an assessment of their social media positivity.
The system assesses Facebook and Twitter accounts and gives people a positivity score out of 200. The average score is 120, according to the site. This positivity system is more than an interesting personality assessment, however. The Fueling Possibilities ad shows Chevy rewarding people for high scoring positivity by giving them free gas at stations around the world, with more gas being rewarded for better positivity scores.
What's Driving This Trend
- Social Media Positivity
- Opportunity to create products and services that encourage positivity on social media platforms and improve people's mental health.
- AI-assisted Marketing
- AI-assisted marketing campaigns can ensure a brand's messaging is positive and engaging for their target audience.
- Gamification of Branding
- Brands can capitalize on gamification techniques to incentivize positivity and make their campaigns more interactive.
Who This Affects Most
- Marketing and Advertising
- Opportunity for marketing and advertising agencies to utilize AI technology to create campaigns that promote positivity on social media.
- Automotive
- Opportunity for auto makers to create campaigns that reward customers who promote their brand on social media with discounts or other incentives.
- Tech
- Opportunity for tech companies to develop apps that use AI to monitor social media usage and promote positivity online.
