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Promotions for the upcoming '06 Chevrolet HHR cross/utility vehicle will rely heavily on unconventional media outlets such as Internet advertising and “viral marketing,” the latest publicity trend.

“I would say that this is going to a heavier component of non-traditional marketing spending than just traditional print and radio,” Jim Campbell, marketing manager-Chevrolet cars, says during HHR test drives.

The HHR is set to hit dealerships in August. Given its lukewarm reception initially by the media as a Chrysler PT Cruiser wanna-be, Chevrolet needs to quickly set the HHR on a course for independence — not an easy task.

Chevrolet will draw from its recent launch of the Cobalt compact car and publicize the HHR via viral marketing, a phenomenon that facilitates and encourages people to pass along a marketing message, usually over the Internet.