Mobile: Chevy Game Time app (USA)

Award won for MMA Global Mobile Marketing Awards (SMARTIES) 2012
Category: Best Marketing Strategy Award for Promotion - Gold
http://mobithinking.com/mobile-awards/mma-global-awardsHijacking the Super Bowl by adding a second screen. Super Bowl Sunday, the biggest TV advertising day in America, has become a crowded place: with over 50 advertisers competing for viewers’ attention, how do you stand out? The Chevy Game Time is a live second-screen experience designed to distract viewers from competitors’ ads and give them a reason to engage with Chevy for the entire game. It rewarded players’ attention with awesome prizes – including 20 Chevys – and got entire parties to watch our ads again and again: first on TV, then in the app, then online. On game day, 700,000 app users interacted in real-time with Chevy commercials and the game. Each time a commercials aired, we asked trivia questions about it within the app. Since this could win you the Chevy you just saw on TV, it pulled viewers’ attention back to our brand and racked up commercial views and interactions with our products. In a unique integration between the app and live broadcast TV, app users were given a personal license plate; and if you spotted your plate in our ads, the car was yours. This became a reason for players to watch our commercials on multiple screens, and multiple times. During the game, the promotion literally promoted itself.