Chevrolet Promo, Case study CHEVROLET SUPER BOWL INTEGRATED by Goodby Silverstein & Partners New York

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CHEVROLET SUPER BOWL INTEGRATED

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Goodby Silverstein & Partners New York
Associate Creative Director Nick Spahr, Niklas Lilja, Chad Leitz
Executive Creative Director Hunter Hindman, Ralph Watson, Jamie Barrett
Creative Director Michael Limbert, Jonathan Graham, Joakim Borgström
Art Director Gabriel Mattar, Javier Torok, Felipe Lima, Rachel Madrigal, Logan Walters, Susan Land
Copywriter Sha Nguyen, Damian Fitzgerald, Jordan Miller, Trey Tyler
Producer Kelly Balagna, Agnieszka Palarz
Released February 2012

Credits & Description

Category: Best Use of Integrated Media
Advertiser: CHEVROLET
Product/Service: CHEVROLET
Agency: GOODBY SILVERSTEIN & PARTNERS
Co-Chairman: Jeff Goodby (Goodby Silverstein & Partners)
Associate Creative Director: Niklas Lilja/Chad Leitz/Nick Spahr (Goodby Silverstein & Partners)
Senior Art Director: Jason Pierce (Goodby Silverstein & Partners)
Junior Art Director: Brandon Locke (Goodby Silverstein & Partners)
Agency Music Supervisor: Todd Porter (Goodby Silverstein & Partners)
Producer: Agnieszka Palarz/Kelly Balagna (Goodby Silverstein & Partners)
Assistant Producer: Ryan Wilson/John Riddle (Goodby Silverstein & Partners)
Interactive Producer: Karen Jackson (Goodby Silverstein & Partners)
: (Detroit Labs)
: (Gentleman Scholar)
Executive Creative Director: Jamie Barrett/Hunter Hindman/Ralph Watson (Goodby Silverstein & Partners)
Creative Director: Joakim Borgstrom/Jonathan Graham/Michael Limbert (Goodby Silverstein & Partners)
Copywriter: Trey Tyler/Damian Fitzgerald/Jordan Miller/Sha Nguyen (Goodby Silverstein & Partners)
Art Director: Felipe Lima/Gabriel Mattar/Susan Land/Javier Torok/Rachel Madrigal/Logan Walters (Goodby Silverstein & Partners)
Executive Producer: Hilary Coate (Goodby Silverstein & Partners)
Senior Producer: Dan Watson/Jon Drawbaugh/Michael Damiani (Goodby Silverstein & Partners)
Executive Interactive Producer: Nicole Greenlee (Goodby Silverstein & Partners)
: (Caviar)
: (O Positive Films)
: (Biscuit Filmworks)
Media placement: Chevy Game Time App - ITunes App Store - 22 January 2012
Media placement: Rainn Wilson Banners - YouTube - 30 January 2012
Media placement: Aliens Spot - CBS - 5 February 2012
Media placement: 2012 Spot - CBS - 5 February 2012
Media placement: Happy Grad Spot - CBS - 5 February 2012
Media placement: Sonic Stunt Anthem Spot - CBS - 5 February 2012
Media placement: OK GO Music Video - CBS, MTV - 5 February 2012

Insights, Strategy & the Idea
100 million people watch the Super Bowl. This wasn’t a big enough stage for Chevrolet’s ambition. They tasked us with getting one billion eyeballs to change consideration of the brand.

Our strategy was to go beyond broadcast and own the entire Super Bowl context.

Insight 1—Super Bowl adrenaline ramps up during the NFC Game. It was the perfect platform to start the Chevy conversation.

Insight 2—Studying past Super Bowls uncovered the “Super Six”—a six-day period before and after the game when people are most interested and social about the game.

Insight 3—People are finally comfortable using all three screens to experience a single event. We’d need to leverage their desire for Super Bowl content across mobile, broadcast and digital each day along with their desire to be social.

Insight 4—Every other advertiser would be launching a commercial. We’d change the game to win consumer attention.

Creative Execution
We launched the Chevy Game Time app in the broadcast of the NFC Championship. Leading up to the Super Bowl, the app prereleased commercials to rack up our views and rewarded answering trivia questions with instant wins. Actions pushed to players’ social networks, drawing in more players.

Second, we used superstar comedian Rainn Wilson during the “Super Six.” Rainn burst onto the YouTube masthead, Facebook and Twitter, showcasing our commercials and encouraging sharing.

Third, on the morning of the broadcast, when others were launching commercials, we launched a music video—a partnership between OK Go and Chevy Sonic.

On game day, the app came alive: viewers interacted in real time with our commercials and the game for a chance to win Chevys. This distracted them from competitors’ ads and gave them a reason to watch our ads on three screens: first on TV, then in the app, then on YouTube.

Results and Effectiveness
Chevy Wins the Day!

Chevy Game Time app
- 700,000 players
- 21 million questions answered
- Featured app in Apple and Android app stores
- Top 10 app in the Apple App Store

OK Go music video
- 19.3 million views
- Trended higher than Madonna’s halftime show

189,000 new social media fans

Chevy ranked #1 in Super Bowl buzz (Source: CNBC/Collective Intellect Tracker)

32.2% of conversation had purchase-focused language, higher than any other brand. (Source: CNBC/Collective Intellect Tracker)

Total eyeballs = 515,700,000. If you consider that people have two eyeballs, we reached our client goal of a billion!