Chevrolet sent #ChevyGuy and his #TechnologyAndStuff pitch to the showers after five days — but not before recording about $5 million in free media exposure. That’s the sum value of the publicity bump that Chevy estimates it received from the viral response in the days following its semi-botched Colorado pickup giveaway to World Series MVP Madison Bumgarner.

“The guys made lemonade out of a lemon,” Alan Batey, global head of Chevrolet, said in a recent interview.

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