Promoting it poorly. Ads of a "2" and "3" followed by a smiley-face electrical socket appeared on TV, along with the numbers "8-11." It was supposed to go viral and start a conversation. GM paid for all the requisite social media nonsense -- Facebook page, YouTube videos, whathaveyou -- only there was nothing to talk about except the marketing itself. Imagine if the campaign had asked a question, like "where would you go if your car got 100 MPG?" or "why can't the rest of the world build a car that goes as far as ours do?" Declare something that explicitly asks for an answer (ergo, starts a conversation)
Good review of the Chevy Volt campaign by Baskin Dim Bulb.