Chevy Aims To Make A 'Super' Impression
DETROIT (WWJ) - Chevrolet has decided to take a big approach to the big game.
"The approach is not just Super Bowl Sunday day, but what do we do before, during and after the event," says Chevrolet Global Marketing Vice President Chris Perry.
In addition to running a number of Super Bowl ads, General Motors largest brand plans a big presence on social media sites like YouTube, Facebook and Twitter, and has even developed an app. As of Thursday, the "Chevy Game Time" app had been downloaded more than 130 thousand times.
"The Super Bowl has definitely expanded beyond just the broadcast on Super Bowl Sunday," Perry said. "There's social tools through Twitter and Facebook, and apps. We're using all of those different tools to our advantage to promote Chevrolet."
Chevy teamed with the software development company "Detroit Labs" to develop its app. The focus is not on Super Bowl statistics, but on answering trivia questions, watching videos, interacting with others and—for 20 people—winning a new Chevy.
"We tried to keep it simple," said Chevy advertising manager Rich Martinek. "We didn't want it to be too cerebral. We want it to be fun."
Chevrolet will have traditional Super Bowl commercials, with two before the game, there in the game, and two more in the post game show. Two of the commercials that run within the game will be sixty seconds, the rest will be thirty seconds.
The Super Bowl MVP will get a new Corvette.
Chevy is partnering with a number of companies, some of which are running their own Super Bowl commercials.
Bridgestone tires, for example, is both a sponsor of the Chevy app, and the title sponsor of the halftime show.
"You gotta be in people's thoughts," says Bridgestone's Mike Martini. "Getting through the clutter and having your brand have that positioning is really helpful."
At last count, eleven auto companies had planned to advertise in the Super Bowl. While beer and chip ads tend to get the most notice, just about every brand is looking for a unique way to get noticed.
That's why Chevy decided to go with the "Game Time" app. Perry says it's something they could do again.
"That's part of the interest in this program for us," he said. "Not only to engage consumer on Super Bowl Sunday in the app, but use it as a learning experience for us and see can we then evolve this into other sports or other events."
