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Less than 12 hours after nervous Chevrolet zone manager Rikk Wilde stumbled through his presentation of a new Chevy Colorado truck to World Series MVP Madison Bumgarner, the brand is already using his unfortunate “technology and stuff” catchphrase to promote their vehicles.

From a publicity standpoint, Wilde’s gaffe couldn’t have worked out better for the company. Instead of provoking sighing indifference from millions of viewers by forcing an uninspired plug into the most triumphant moment of Madison Bumgarner’s sporting career, “Chevy guy’s” vulnerable performance became as much of a trending topic as the Giants’ victory.

Wilde’s real-life, large scale realization of the middle school nightmare of being woefully unprepared to speak in front of the class actually gave the moment some genuine human feeling, as opposed to just another 30 seconds of corporate white noise.

While there were likely a flurry of stressed emails and phone calls circulating throughout GM’s Detroit headquarters Thursday morning, there are probably marketing meetings happening all afternoon devoted to capitalizing on Wilde’s very human moment.

Whatever comes from it will likely be overdone, turning the popularity of a viral catchphrase into a national ad campaign more ubiquitous than J.J. Watt at a high school dance. No matter what the end result turns out to be, it won’t be any more grating than when they ruined John Mellencamp for millions of Americans by playing his song during the commercial break of every live sporting event for a year straight.