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| Michele Danno |
Although I‘ve been dealt a variety of tasks throughout this internship – some exciting, some not-so-exciting (cough cough budget spreadsheets…) – one of my favorite personal assignments was working on a season preview for ABC’s fall primetime premiers. This “job” consisted of watching each show’s pilot program and deciding which ones I felt would be most appealing to Chevy consumers. First, I had to do a thorough synopsis of each show and then decide which brand it would specifically target (sitcom-types to Suburban, dramas to Malibu, etc.)
This project was not only a sneak-preview for the shows my roommates and I can look forward to watching this fall (clear schedule every Monday and Weds. from 7-9 pm!), but it also gave me the opportunity to do a deeper analysis of each of Chevy’s brands. Since I’m on the family team, I only regularly deal with vehicles targeting that market. However, to do this project successfully, I had to delve more deeply into the insights of all Chevy’s consumers and do well-rounded research about the company.
In conducting my research, I used Starcom’s most helpful resource – their employees! Working with members of other teams allowed me to meet more people in the office and see how they specifically target their consumers.
Since each demographic thinks and acts very differently, it was interesting for me to learn about their consumer motives/media engagement then apply them to the shows. After about a week of research, I reread my summaries and assigned each brand to the shows I felt were most appropriate and applicable to Chevy’s targets. Once I wrote my recommendations, I submitted the completed PowerPoint to my supervisor and she added trailer clips so she could present it to the whole Chevy team at a status meeting.
Watching the full presentation and knowing my opinion was valued enough to be taken into consideration for something as significant as Chevy commercial placements was a rewarding feeling. Plus, who doesn’t love being paid to watch TV?!
So when your new favorite drama is abruptly broken up by a Chevy commercial right when the main character is about to reveal his darkest secret or someone is about to die, you have me to thank for that interruption!
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