Chevrolet Print CHEVY GAME TIME by Goodby Silverstein & Partners San Francisco

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Industry Cars
Media Print, Magazine & Newspaper
Market United States
Agency Goodby Silverstein & Partners San Francisco
Associate Creative Director Niklas Lilja
Executive Creative Director Hunter Hindman
Creative Director Michael Limbert, Joakim Borgström
Art Director Rachel Madrigal, Antonio Marcato, Logan Walters
Copywriter Sha Nguyen
Released February 2012

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: CHEVROLET
Product/Service: CHEVROLET
Executive Creative Director: Hunter Hindman (Goodby Silverstein & Partners)
Creative Director: Joakim Borgstrom/Michael Limbert (Goodby Silverstein & Partners)
Associate Creative Director: Niklas Lilja (Goodby Silverstein & Partners)
Senior Art Director: Jason Pierce (Goodby Silverstein & Partners)
Copywriter: Sha Nguyen (Goodby Silverstein & Partners)
Art Director: Logan Walters/Antonio Marcato/Rachel Madrigal (Goodby Silverstein & Partners)
Junior Art Director: Brandon Locke (Goodby Silverstein & Partners)
Executive Interactive Producer: Nicole Greenlee/Alex Burke (Goodby Silverstein & Partners)
Interactive Producer: Karen Jackson (Goodby Silverstein & Partners)
Broadcast Producer: Agnieszka Palarz (Goodby Silverstein & Partners)
Account Director: Justin Osman/Brooke Turner (Goodby Silverstein & Partners)
Account Operations Manager: Talya Fisher (Goodby Silverstein & Partners)
Account Manager: Crystal Trzok (Goodby Silverstein & Partners)
Group Communication Strategy Director: Cameron Luby (Goodby Silverstein & Partners)
Brand Strategist: Marika Wiggan (Goodby Silverstein & Partners)
Business Affairs Associate Manager: Heidi Killeen (Goodby Silverstein & Partners)
Director Of Technology: James Vreeland (Goodby Silverstein & Partners)
Executive Producer: Dan Ward/Paul Glomski (Detroit Labs)
: Eprize
: Gentleman Scholar
Media placement: Game Time App - ITunes App Store - 18 January 2012
Media placement: Rainn Wilson Banners - YouTube - 18 January 2012
Media placement: 2012 Spot - CBS - 5 February 2012
Media placement: Aliens Spot - CBS - 5 February 2012
Media placement: Sonic Stunt Anthem Spot - CBS - 5 February 2012

Describe the objective of the promotion.
Super Bowl Sunday, the biggest TV advertising day in America, has become a crowded place: with over 50 advertisers competing for viewers’ attention, we needed to think beyond the bounds of available media to capture positive attention for Chevy and win the day.

The Chevy Game Time app is a live second-screen experience designed to hijack viewers’ attention from our competitors during the Super Bowl and give people a reason to interact with Chevy for the entire game. By answering questions about our commercials and the game itself, viewers could win the car they saw in the ads.

Describe how the promotion developed from concept to implementation.
We announced the promotion during the final football game of the season, the NFC Championship, on TV, PR, and our social channels.

Everyone who downloaded the app got a unique license plate. If your plate appeared in one of our commercials, live on TV, the car was yours.

Questions about the party they attended kept viewers interacting, and answering questions about our commercials could win them a Chevy, hundreds of partner prizes and thousands of instant-win opportunities.

During the game, the promotion literally promoted itself: every player action was shared on viewers’ social networks, gathering more users and exposure.

Explain why the method of promotion was most relevant to the product or service.
Over 100m Americans get together for the Super Bowl. Less than half are there for the game: 52% attend Super Bowl parties to see their friends, watch the ads and see the half-time show.

With smartphones and tablets in people’s hands, we had an opportunity to invent a new way to own the day: complement the broadcast with a live second-screen experience that interacts with our ads and the game, reward viewers’ attention with awesome prizes and get whole parties to watch our ads again and again—first on TV, then in the app, then online.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Our players rewarded us with their attention and millions in online social conversation throughout the day; we returned the favor with awesome prizes.

-Over 700,000 downloads in 2 weeks
-Featured app in both Android and Apple app stores
-Top 10 app in the Apple App Store, passing Angry Birds and Facebook
-Over 130,000 people playing at one time during the game
-Over 21m trivia questions answered
-Over 1,500 answers a second passed through the app when we asked questions about game play