Super Bowl is the biggest TV advertising day in USA. With over 50 advertisers competing for viewers attention, it is really difficult for brands to stand out from the crowd.
With smartphones and tablets in people’s hands, Chevy devised a new way to own the day. With “Chevy Game Time” they gave viewers a live second screen experience, that successfully distracted them from their competitors ads while making them watch the Chevy ads again and again on multiple screens. 😎
On game day 700,000 app users interacted in real time with the Chevy ads. All for a chance to win a Chevy. Each time one of the ads aired, viewers were encoraged to answer trivia questions about the ad. This got entire Super Bowl parties to watch the ads very closely, multiple times i.e. first on TV, then in the app, then on YouTube.
In a unique integration between app and live broadcast TV, every app user was given a personal license plate; and if they spotted their plate in the ads, the car was theirs. 🙂
As a result, Chevy ranked #1 in the Super Bowl buzz and their “Game Time” app became USA’s featured app on both Android and Apple app stores.