A Chevrolet dealership in New York has made headlines once again for its latest TikTok video, featuring General Motors CEO Mary Barra.
Mohawk Chevrolet has gone viral multiple times over the last year, gaining a total of over 10 million views on its series of TikTok videos that parody the hit TV show "The Office."
The series featuring ridiculous office scenarios is written, shot, and directed entirely in-house by Mohawk's digital branding creator, Grace Kerber, and her colleague, Ben Bushen.
In the latest episode, titled "Mohawk Goes To Corporate," the crew travels from upstate NY to Detroit to make some big pitches to executives at GM headquarters.
@mohawkchevrolet Replying to @General Motors Episode 11 of The Dealership, “Mohawk Goes To Corporate”💼 @Chevrolet #thedealership #mohawkchevrolet #chevrolet #silverado ♬ original sound - Mohawk Chevrolet
This time, the episode also features the big shots of Chevrolet as the Mohawk team makes it to corporate headquarters, meeting Barra, Chevrolet CMO Steve Majoros, and Global VP Scott Bell.
A hilarious pitch sees Kerber sharing fun facts about herself, before awkwardly suggesting the idea to rename the Chevy Silverado to "Rado."
"Why do we not need 'silver'? Because silver does not equal gold, and Silverado is gold," she says.
Though the pitch seems to be going nowhere, the executives agree to take some time to think about Kerber's other ridiculous suggestions after "Rado" gets a seal of approval from the CEO.
Kerber expressed Mohawk's excitement in a statement, emphasizing how honored the team felt to be invited to GM headquarters.
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She went on to describe how enjoyable it was to shoot the film with the help of Barra, who displayed enthusiasm and kindness.
The series is currently available on Mohawk's TikTok, where episode 11 has gained nearly 800,000 views in just two days.
Yet another viral marketing success, the series proves that any campaign with the right humor, impact, and message has the chance to make it big.
By utilizing tried and tested tropes from "The Office" that suit the business setting, Kerber and Bushen were able to create an inherently low-budget series that appeals to many viewers.
'The Dealership'
The TikTok series experienced moderate success in its earliest episodes, with the first episode posted in June having only about 250,000 views so far.
Things started to pick up after the release of the fourth episode, which currently has 900,000 views.
Aside from the series, the dealership also posts a variety of other humorous content.
One features the staff having fun in a dramatically stylized video featuring slow-motion entrances and carwash antics.
@mohawkchevrolet Where else are ya gonna get your corvette detailed? #wepromisewedontactuallydetailcarslikethis #corvette #cardetailing #MohawkChevrolet #sportscar #upstateny #saratogasprings #chevy #funny #fyp #humor #cardealership #dealershiplife ♬ original sound - Mohawk Chevrolet
Overall, the account's success can be attributed to each video's organic feel that uses humor and a casual atmosphere to get viewers interested.
So, it's no surprise that Mohawk Chevrolet has developed a loyal following, with people showing their support through comments.
"Didn’t have it on my Friday night plans to be watching Mohawk Chevrolet tv series but I’m here for it," said one fan.
Viral marketing lets companies scale brand awareness with a good idea and minimal effort and cost.
Earlier this month, pizza chain California Pizza Kitchen went viral due to its witty response, which sort of became a marketing campaign in itself, to a very unsatisfied customer, turning a PR nightmare into a golden opportunity.
Editing by Katherine 'Makkie' Maclang
