Mobile > Creative Use Of Technology
CHEVY GAME TIME
GOODBY SILVERSTEIN & PARTNERS, San Francisco / CHEVROLET / 2012
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Chevy Game Time: Hijacking 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? We decided to add another screen.
Over 100 million Americans get together for the Super Bowl, but less than half are there for the game: 52% attend Super Bowl parties to see friends, watch ads and see the half-time show. With smartphones and tablets in people’s hands, we had an opportunity to invent a new way to own the day.Enter Chevy Game Time, 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 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 our commercials and the game. Each time one of our 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. Every player action was shared on players’ social networks, gathering more users and exposure.-Chevy ranked #1 in Super Bowl buzz (CNBC/Collective Intellect)-Over 700,000 downloads in two weeks-Featured app in both Android and Apple app stores-Top 10 app in the Apple App Store, passing Angry Birds and Facebook-Over 130,000 people playing at one time during the game-Over 21 million trivia questions answered-Over 1,500 answers a second passed through the app when we asked questions about game play-Our players rewarded us with their attention and millions in online social conversations throughout the day; we returned the favour with awesome prizes: 20 Chevys, hundreds of partner prizes and thousands of instant-win opportunities
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