While poking around GM's website today I came across the Cadillac Drivers' Log, which is authored by Rob Kotorak (the Lead Development Engineer for Cadillac CTS cars) and another engineer, Liz Pillibosian.
The Cadillac Drivers' Llog was started in late January and featured just three posts in its first 10 days, though has had nearly one a day since February 12. The blog focuses on 2008 CTS test drives past and present in locales from Death Valley to Northern Michigan to Northern Sweden. Posts feature behind the scenes photos and commentary on a superficial and more indepth level - making the blog appealing to core enthusiasts as well as more casual readers. Reader commentary has been sporadic but present.
But, like so many other viral initiatives undertaken by automakers, there is apparently little to no cross-branding for this blog on other GM or Cadillac websites. The Cadillac site (even the 2008 CTS portion) has no obvious link to the site, and Technorati reveals just four links, two of which come from GM's FastLane blog (the heralded industry-first blog started by Vice Chairman Bob Lutz). Additionally, a quick Google reveals that there has been no coverage of the blog in traditional media outlets. It's almost like these sites are created to check the "viral marketing" box, and then given no love whatsoever.
So this begs the question, if a
tree falls in the forest and no one's there to hear it, does it make any noise blog is created to help brand a car and no one reads it, was it worth the effort?