Chevrolet is significantly turning up the heat on its Super Bowl media buys this year. In addition to three in-game TV commercials, two pre-game and two post-game, General Motors’ volume brand pushed into online and mobile in a big way, including social media plays, a mobile app car-giveaway promotion, an MTV music video and several online sponsorships.
“There’s 11 automakers advertising in the Super Bowl, so we had to figure out how we can make people laugh and make sure it’s enteraining enough to get out information from us- not just during the Super Bowl, but what do we do before, during and after,” Chevy’s Chris Perry VP-global marketing and strategy said today at a press conference at GM’s Detroit headquarters.
Believe me, you’re not going to be able to miss Chevrolet before, during or after the game. This is a smart play by Chevy, which needs to change brand perceptions and improve buyer consideration.
Chevy got the ball rolling Jan. 22 with this national commercial during the NFL NFC Championship game introducing the Chevy Game Time mobil app. Entrants can win one of 20 Chevrolet vehicles and other prizes from Chevy, Bridgestone, Motorola, Papa John’s Pizza, apparel from the NFLShop.com and Sirius XM Radio.
Perry said Chevy got more than 100,000 downloads of the app within the first 36 hours and now stands at over 130,000.
The brand has several Super Bowl sponsorships this year. Chevrolet is the only advertiser for Twitter’s official Super Bowl area, which is already live. Chevy is the exclusive auto sponsor on NBC’s live online streaming of the Big Game and gets ad time during every 30-minute break. Post-Game, it has auto exclusivity as the co-sponsor with USA Today of its AdMeter on Facebook that will let consumers vote on their favorite Super Bowl ads seen on Hulu and YouTube. Also post-game, the marketer is giving away a Chevy Corvette to the Most Valuable Player, as it did last year.
Starting February 2, look for short, online snippets on video sites like Hulu and YouTube starring actor Rainn Wilson of “The Office,” taunting viewers to watch Chevrolet’s Super Bowl ads on its YouTube channel. Chevy’s Group Advertising Manager Rick Martinek, who shepherded the brand’s entire Big Game effort over the past four months, said Wilson appears in 15 short promos ranging from 5 seconds to 15. Here’s one
Let’s get down to the nitty gritty – the actual television spots. Perry said he hasn’t decided which ones will air and several of the ones he showed today to reporters were still rough cuts. Chevy won’t upload the commercials until next week.
One that will be seen on Game Day for sure is a minute-long commercial that broke recently called “Happy Grad” for the Camaro Convertible and is from New York independent filmmakerZack Borst , 26, who entered Chevy’s Route 66 promotion last year
Chevy’s USA creative agency of record Goodby, Silverstein & Partners, did most of the other commercials for the Super Bowl. The Sonic is getting its first television advertising since its online-only launch last September. Goodby’s one-minute Sonic spot, called “Stunt Anthem,” shows a compilation of all of the wild non-televised exploits for the Sonic, including this so called Kickflip
The commercial directs viewers to Sonic’s LetsDoThis.com site. The music in this spot is “We are Young,” from the group Fun, which since Chevy tapped them for this project has seen this song rising on MTV’s charts to numero uno last week and was featured on the popular Glee TV show.
Arriving Super Bowl weekend will be a new MTV video featuring the Chevy Sonic and the popular band OK Go, a decent way to get the car before its millennial target.
Curiously, McCann-Erickson’s Detroit-area office created one of Chevy’s Super Bowl spots. The :30 commercial, for the Sonic, dubbed “Joy,” shows how much fun computer-generated bugs have riding on the car’s front grill.
It’s a real gem that I predict will do well in the polls.
But back to Goodby, which also developed two versions of a :30 spot for the Volt called “Aliens,” in which five little green men are checking out the car’s technology at night in the garage of a frustrated owner wearing his bathrobe.
In the first version he moans “Come on guys, this is the third time this week.” And the aliens get a bit weird when his wife shows up.
The wife is absent in the second version. Instead the Volt owner gets miffed when he realizes the visitors have told other aliens about the car.
Tim Allen provides narration at the end of both : “From the coolest car on the block to the smartest technology in the galaxy.”
On Saturday morning at about 10:30 am EST, Chevrolet started a poll on social media asking fans to vote for their favorite of the two spots. Chevy didn’t give voters much time. The polls closed at 11:59 PM today. The spot with the most votes will be air Super Bowl Sunday.
Chevy has posted its :60 commercial for the Silverado pickup from Goodby.
Take a look
Love the Twinkees’ gag.
Hundreds of Chevy dealers are also carrying the look and feel of the national Super Bowl blitz, with the help of Promoboxx in Boston.
Perry He predicted the whole multi-media shebang will generate 1.5-billion…yup BILLION….impressions with consumers from Jan. 22 through the week after the game. “That’s probably conservative,” Perry added.
Overall it appears Chevy will make a much better showing as a Super Bowl advertiser this year than in 2011.
And that’s good news for Chevrolet….and GM.
MAKING TRACKS: Chuck Hipsher just started this week as creative director of FKM Advertising in Houston. Hipsher worked on Chevy trucks for almost three years as senior VP-creative director at Campbell-Ewald in Warren, Michigan until 2008.