Buying/Brian Bos/GM Cyberworks The objectives of the launch media plan included raising awareness of Chevy Trucks among men ages 18 to 34 and branding the line as cutting-edge, appealing, technologically advanced and forward-thinking. AT&T Wireless and ESPN.com formed an alliance to create an exclusive March Madness Final Four Game for PocketNet subscribers, one that also had an online component at ESPN.com. Participants were able to enter their picks for each round of the tournament, in an attempt to collect the most points overall. The game ran from March 13 to April 10, 2001, with prizes being awarded to the winners.The grids, both wireless and online, included Chevy Trucks co-branded logos, and Chevy Trucks logos were also on all wireless phone grid entries and regular game updates. Banners online promoted the wireless game. The game was available to approximately 600,000 individuals.

A wireless user survey was conducted through the SkyGo service, while the brand impact study was conducted by Millward Brown.

By leveraging the appeal of the popular sporting event and surrounding the Chevy Truck brand with technology, the campaign “moved the needle” in all key areas. In response to its success and popularity, the client committed to the sponsorship again in 2002. How do you point out the high-tech brains behind a truck brand that’s long been synonymous with rugged brawn? The GM Planworks media team literally pulled the answer out of thin air.Charged by Chevy Trucks to increase perception of the brand’s technological might, GM Planworks uncovered a media solution that broke new ground and implicitly linked Chevy Trucks with emerging, cutting-edge technology. In conjunction with ESPN.com and AT&T Digital PocketNet service, GM Planworks arranged for Chevy Trucks to sponsor ESPN's wireless Tourney Pick'Em Game, a wireless and online promotion surrounding the Men's NCAA Division I basketball tournament.

Representing the first-ever nationwide wireless advertising program, the Planworks team, working with Campbell-Ewald (Chevy’s Creative Agency), made sure that the Chevy Trucks name was featured prominently both on wireless and online brackets and on regular game updates. The media team also insisted on the inclusion of research in the package, confirming the campaign’s success in reaching its target audience. Chevy Truck’s sponsorship of ESPN's wireless Tourney Pick'Em Game was the first-ever nationwide wireless advertising program…and the first use of large-scale wireless marketing by an automotive brand. In a larger sense, it was a remarkably bold media direction that went right to the heart of the client’s communication goals.Combining an emerging advertising medium with the lure of NCAA basketball among Chevy’s hard-to-reach 18 to 34 year old target, the campaign was able to cut through the clutter and deliver Chevy Truck’s new technology message clearly and powerfully.How powerfully? The percentage of people describing Chevy Trucks as “technology advanced,” “appealing” and “forward-thinking” rose by between five and nine percentage points following the campaign. Web advertising resulted in a six percentage point jump in awareness. Among 18 to 34 year olds asked “who sponsored the NCAA brackets on ESPN.com” there was a seven percentage point jump in awareness.

How do you point out the high-tech brains behind a truck brand that’s long been synonymous with rugged brawn? The GM Planworks media team literally pulled the answer out of thin air.Charged by Chevy Trucks to increase perception of the brand’s technological might, GM Planworks uncovered a media solution that broke new ground and implicitly linked Chevy Trucks with emerging, cutting-edge technology. In conjunction with ESPN.com and AT&T Digital PocketNet service, GM Planworks arranged for Chevy Trucks to sponsor ESPN's wireless Tourney Pick'Em Game, a wireless and online promotion surrounding the Men's NCAA Division I basketball tournament.

Representing the first-ever nationwide wireless advertising program, the Planworks team, working with Campbell-Ewald (Chevy’s Creative Agency), made sure that the Chevy Trucks name was featured prominently both on wireless and online brackets and on regular game updates. The media team also insisted on the inclusion of research in the package, confirming the campaign’s success in reaching its target audience.