Marketing Students at C.W. Post Team Up With Chevrolet to “Drive into the Revolution”

“Come sit in Chevy’s latest new cars!”

Such came the shout from students in professor Cathy Black’s marketing class at the C.W. Post Campus of Long Island University.

For two days in November 2005, the students stood on the Campus’ Great Lawn with a brand new Chevrolet premium compact car, the Cobalt, and the company’s all-new, a retro-style compact crossover car, the 2006 HHR. The group bypassed Chevy’s goal of getting 700 members of the key target market – their fellow college students – to sit in the cars. The students voluntarily elevated their goal to 1,000 and succeed in securing 1,140 participants.

The students were given this rare opportunity to put their education to work in the real world, as part of a collaboration between Chevrolet’s “Drive into the Revolution” campaign and 13 universities that are competing to promote the new product lines.

The students formed their own Apprentice-style marketing group, which they named Expct Innovation.

Students stopping by the event to check out Chevrolet's vehicles were encouraged to enjoy being the first to experience the feel of the all-new cars. In addition to seeing and experiencing the new Chevrolet vehicles, attendees had the opportunity to compete for prizes such as an Apple iPod, a free one-month membership to Equinox Sports Center and other prizes.