And Joel Ewanick, General Motors' global marketing chief, was ticked.
"OK, calm down. Don't get mad. Get even," Ewanick says he told his team. "If they've got a hot spot, then go wherever they go."
A team of Chevrolet marketers went into action, paying for links to Chevy's Super Bowl ads to appear as a top result when people Googled phrases such as "Darth Vader." On Sunday, the team did the same for the tag line "Imported from Detroit," when Chrysler's Eminem spot for the 200 sedan stole the show.
As a result, Chevrolet's ads got 55 million views online in the four days following the Super Bowl — far above expectations, Ewanick said. Despite the ongoing buzz around Chrysler, Chevrolet is one of several brands to run Super Bowl ads that worked to increase consumers' propensities to shop a vehicle the next time they're in the market.