How NOT to use the web for marketing

In other news, I really really love this. It seems that Chevy has a new gimmick on their website that allows people to make their own advert for the Chevy Thahoe using Chevy's own video clips and soundtracks. A lot of people have been making their own, but it's probably not what Chevy had in mind. There are now a lot touting it's extraordinary contributions to global warming and destruction.

I wonder if the guy in charge of this is in any trouble now that videos like this and this and this, and these are hosted and promoted on the Chevy's own website. (I can't wait to see their reason when they decide to take them down).

I guess the lesson is that no matter how enticing it is to "harness the marketing power of the social web", you had better think twice if you are the kind of company that has, until now, had to hide behind well-crafted (and well-controlled) PR B.S. to cover up your lack of reposibility.

In other news... I Just can't get it out of my head.