Photo Source: Adweek
When Facebook launched their new Reactions feature, I was curious to see how my friends and peers in the advertising industry would respond. It’s been around for about a week now and I have yet to use anything but the Like button; however, I think that’s simply a response to the type of content that has appeared in my news feed. If something was truly shocking or devastating, I wouldn’t hesitate to say “Wow!” with a click.
One of my favourite new ads capitalizes on Facebook’s Reactions to demonstrate how much their customers will love their latest product. To produce their one-minute spot “From Like to Love,” Chevrolet and their agency Commonwealth/McCann collected video clips from user-generated content. The videos capture typical moments that are shared on social media like kids’ first day of school and an engagement.
At the end of the video, when they transition from showing the original Like button to Reactions, they suggest that sometimes the Like button is insufficient. Sometimes there are moments like buying a snazzy new car that will justify use of the Love button and now it’s easier for your friends to express their joy (or jealousy).
“Timing couldn’t be more perfect for Chevrolet to bring the all-new 2016 Malibu and Facebook’s new Reaction buttons together,” Paul Edwards, VP of Marketing for Chevrolet, said in a statement. “The midsize segment has traditionally offered many options to ‘like’, but only the new Malibu inspires the emotion to ‘love.'”
http://www.youtube.com/watch?v=5gPrAIr5ULw
What do you think about how Chevrolet incorporated Facebook Reactions into their ad?