The final game of U.S. Major League Baseball’s World Series is the pinnacle of the season. 2014’s championship was especially fevered, going all the way to seven games. Naturally, the eyes of a nation were on the live-broadcast of the Series’ Most Valuable Player trophy presentation, which included a new truck from Chevrolet as title sponsor. Chevrolet planned the opportunity to set up the launch of its highly anticipated tech-loaded Colorado pickup, which was sparkling on the field for its huge national television debut.

But the moment veered off the road as Chevrolet’s sales manager got a case of nerves. As the time came for him to talk about the truck and its wowing tech features, he swerved: “The all-new 2015…Chevrolet Colorado provides class-leading, youknowuh…technology-and-stuff.”

Instead of running from the moment and a potential crisis, Chevrolet immediately took “technology-and-stuff” and ran with it, creating a highly memorable off-road jumpstart for the Colorado. Chevrolet stepped into the online conversation and took control, using the hashtag #TechnologyAndStuff to own things with humor and drive traffic to its website. It moved up Colorado’s ad launch to feature #TechnologyAndStuff.

Over four days, 24,000 unique conversations claimed #TechnologyAndStuff, delivering 63 million impressions and trending stature. Online engagement revved up 300 percent, and page-views accelerated seven-fold. Chevrolet also captured 70 percent of conversations around trucks and generated $5.2 million in earned exposure. Purchase interest increased 350 percent. Chevrolet won praise for its timely, creative response which serendipitously cast high-beams on technology as the hot competitive feature.

@ChevyTrucks jumped in that night with this promoted tweet, “Truck yeah the 2015 #ChevyColorado has awesome #TechnologyAndStuff! You know you want a truck.” The post linked to the Colorado Model Overview page on Chevrolet.com.

We tightly monitored conversation, and @ChevyTrucks tweeted and creatively responded, keeping two hashtags -- #TechnologyAndStuff and #ChevyGuy -- trending throughout the next day. Chevrolet also created quick, sharable content for its dealer network, equipping dealers across the country to join the conversation.

Chevrolet changed its advertising, scheduled to roll out weeks later, to include #TechnologyAndStuff and launched the campaign by close-of-business that day.

Wide applause for Chevrolet’s quick response added to monster-social conversation about the truck itself. Colorado’s technology – a premier factor in vehicle purchases – got a spontaneous white-hot spotlight.

Over four days, earned conversation volume totaled nearly 24,000 unique mentions of #TechnologyAndStuff and #ChevyGuy. Both hashtags trended nationally, generating 63 million impressions. @ChevyTrucks captured 70+ percent of Twitter conversation about trucks. Purchase interest in Colorado – not yet for sale -- increased 350 percent.

Through Twitter links, engagement numbers for @ChevyTrucks were nearly 300 percent above average, contributing to Colorado Model page visits seven times higher than average daily views.