Friday 20 April 2018

Chevy releases English translation for emoji press release after nobody could read it

#ChevyGoesEmoji has millennials cringing, not queuing.

Clare Cullen

Clare Cullen

Chevy released a press statement last Monday that was written entirely in emojis, accidentally rendering the release completely unreadable.

The only English words contained in the statement were #ChevyGoesEmoji, which doesn't give any clue as to what the actual release was about.

A translation was released by the company on Tuesday after many outlets reported being unable to translate the release.

The release was relating to Chevy's new 'Chevy Cruze' - a new model it's compact car, coming out this week - but the emoji code turned out to be too hard to crack.

Chevy's emoji campaign seems to be an attempt to market to millennials - they've also teamed up with some major social media influencers to create emoji-related music videos and ads online. Their strategy appears to be falling flat, however - this video by YouTuber Julian Smith featuring fellow YouTuber Tyler Oakley gained just 200,000 hits despite a combined audience of over 8.7M.

Chevy's press release follows a similar stunt by Verizon, who issued a press release in morse code last February in protest after broadband was reclassified in the US as a 'utility'. According to Slate, they did so to show that the ruling would hurt innovation.

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