Cannes Lions

AUTOMOTIVE

CARAT, Detroit / GENERAL MOTORS / 2015

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Overview

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Credits

Overview

Description

Branded Entertainment in the US is more evolved than practiced globally. The challenge for brands to be bold and creative in order to stand out. As #bestdayever was a hybrid of many branded entertainment elements, standard guidelines were followed as expressed by client, media partners, talent, government and networks established Standards and Practices. There were no restrictions or regulatory actions that diminished any elements of the program.

Execution

To ignite random surprises of optimism, we created a day of positive surprises, "#TheBestDayEver, brought to you by Chevrolet”. We partnered with influencers to build buzz for the #BESTDAYEVER. Critical to reaching the new audience, we chose influencers that were not directly tied to the Chevrolet brand.

The entire day of optimism and surprises was chronicled by YouTube and YouTube influencers allowing them to talk to their audiences in their voice through a never been done before live stream. Leveraging a partner such as YouTube it strategically positioned Chevy as a leader in a new way.

Outcome

In one day, we were able to far exceed even our Super Bowl successes and on a smaller budget. When all was said and done, Chevy’s Best Day Ever activated over 12,000 surprises, creating a social movement that generated buzz-sparking conversation across social channels and engagement with consumers in real time. With all of our experiences and content executed and activated in one day we accomplished actual real time marketing, successfully branding a previously unbranded tweet, with 47% of all uses attributed to Chevrolet. More than three million consumers tuned into the livestream with 75% of that audience between the ages 21-35. Our surprising acts of kindness drove countless editorial articles resulting in over $10M in earned media and over 14M social actions. Thanks to Chevrolet and all of its partners, millions of consumers, and most important, millions of millennials took part in the #BestDayEver.

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