Campaign Overview (Judges, please start here)
CHEVY WINS THE DAY—A BILLION EYEBALLS FOR SUPER BOWL
When the client asks you for a billion views on their Super Bowl spots, first, you panic. Only 100 million people watch the Super Bowl broadcast. How do you get them to watch your ads again and again and again? Next, you start creating the mother of all integrated campaigns, giving viewers a reason to watch and share your ads way before, during and after the game.
Did we make it? Watch the overview video above or scroll down to the very end to find out.
THESE ADS NEEDED A BILLION EYEBALLS ON THEM
WE STARTED BY ADDING A SECOND SCREEN
Chevy Game Time is a live second-screen experience designed to hijack viewers’ attention during competitors’ ads and to give people a reason to engage with Chevy throughout the entire game, on multiple screens.
WIN THE CARS IN OUR ADS
In a unique integration of app and live TV broadcast, app users were given a personal license plate—and if you spotted your plate in our ads, the car was yours. This got entire Super Bowl parties to watch our ads very closely, first on TV, then again on the app, then again on YouTube.
A SUPERSTAR COMEDIAN PREVIEWED ALL OUR ADS ALL OVER THE WEB
Comedian Rainn Wilson (of The Office fame) put it like this: “You’ll be the first to post it on Facebook, and when all your friends see it, you’ll be famous!” And even if they didn’t get famous, lots and lots of people did.
WE WENT BEYOND ADS, LAUNCHING A MUSIC VIDEO IN WHICH OUR CAR PLAYED ALL THE INSTRUMENTS
We collaborated with viral-video geniuses OK Go to create a remarkable first for both the car and the music worlds. The result was a spectacular music video that we premiered during the Super Bowl, instantly hitting #1 on YouTube by racking up 10 million views in the first five days.
http://youtube.com/watch?v=MejbOFk7H6c
It didn’t hurt that the song from Sonic “Anthem,” “We Are Young,” hit #1 on iTunes within 48 hours after the commercial aired, giving everyone a reason to share our ad.
LOOKS LIKE WE MADE IT
