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Debbie Craig has heard what her colleagues say about her. “Unconventional. Rebel.
They’ll call me just about anything around here,” the 35-year-old interactive marketing manager for Oldsmobile says with a muted sense of pride.
Actually, Craig revels in her role as renegade marketer. After all, her top task is to use the Internet to build brand loyalty for undoubtedly the most staid American car brand. And, getting retirees, Olds’ primary market, to kick some tires online requires a good deal of unconventional wisdom.
As the carmaker’s first interactive marketing executive, Craig and interactive agency Giant Step, Chicago, essentially turned what Oldsmobile considered a part-time endeavor (the content of an Oldsmobile CD-ROM from the fall of 1995 served as the guts of the first Olds site) into a blueprint for selling cars.
So far, Craig seems to have figured out how to use HTML to sell cars to a generation that can barely program their...
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