According to research by the CNBC/Collective Intellect Super Sunday Ad Tracker, Chevy took first place in the purchase language section — which “suggests consumers’ intent to purchase a product based on the advertising.” The Bow Tie brand was first by a wide margin, beating out Chrysler, Acura, Toyota, Fiat, and Audi among automotive brands, as well as Samsung/Galaxy 2, M&Ms, Doritos, and Hulu among non-auto brands. The Collective Intellect results are for February 5 through February 7.
Additionally, research by Nielsen concludes that Chevy’s ads stood above the rest in the breakthrough and memorability category, scoring higher than the Automotive Super Bowl average and the Overall Super Bowl average. But the marketing success story doesn’t end there, as Chevy’s digital efforts resulted in over 700,000 registrations for the Chevy Game Time app, more than 35 million page views, and more than 25 million trivia answers submitted before and during the game. The Bow Tie brand also gained a healthy 130,000 new Facebook fans and more than 9,000 Twitter followers.
The GM Authority Take
We love the Super Bowl and the TV ads the event generates as much as the next guy, but the effort isn’t any good unless it results in actual business; in the case of Chevy — that could include a number of things, such as sales leads, actual purchases, and long-term brand recognition/value. Well, Mr. Joel Ewanick had a word or two to say about this:
“Our strategy was to reach far beyond the in-game spots, and extend the conversation about Chevy cars and trucks through multiple digital efforts before, during and, importantly, after the game,” said General Motors Global Chief Marketing Officer Joel Ewanick. “In the end, brand exposure and purchase consideration is what this is all about, and these results show Chevrolet nailed it.”
So while it’s too soon to tell whether the marketing efforts will result in direct sales, the results from Collective Interest and Nielsen foreshadow a bright future. Good job GM, Chevy, and all of its marketing partners.
Now that you’ve read the article, revisit Chevy’s Super Bowl efforts by clicking here.