DETROIT — Forty-eight hours before the Super Bowl, Volkswagen's "Star Wars"-themed ad for its 2012 Passat was already all the rage.

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.

72 Advertising is proud to have Felix Chevrolet of the Downtown Los Angeles Auto Group join the social media revolution with us. 72 Advertising built and maintains their new blog at FelixChevroletBlog.com, along with a new Felix Chevrolet Facebook and Twitter pages.

Felix Chevrolet is the oldest continuously operating dealership in Los Angeles.

The Felix character was borrowed from the popular 1920s cartoon "Felix the Cat" by pioneering L.A. automobile dealer Winslow Felix, who opened Felix Chevrolet in 1921 at 12th Street and Grand Avenue. Felix was a friend of filmmaker Pat Sullivan, whose animation studio created the mischievous feline character.

To inquire about any of 72 Advertising's services, click here to contact us via email, or call Paul at (623) 889-5626.

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