Chevrolet’s marketing for the Trax has been all about the trendy qualities the pint-sized crossover carries. Chevrolet is banking on the versatility of the cargo area and the overall packaging to resonate well with young city dwellers, but their latest marketing plan aims to introduce the Trax to a few lesser known local hotspots.
Twenty social media influencers will create a “social swarm,”to create the Hidden Gems campaign using a mix of paid media, social media and unique experiences – conveying the versatile personality and capabilities of the all-new Trax in Chicago and New York. Following these personalized itineraries, participants will be asked to share their experiences and discoveries.
It’s a clever way of putting the Chevrolet Trax, and local hole-in-the-wall venues, on the map. Chevrolet says locations may include “live music in a small club, trampoline training, a butchery demo and a distillery tour.”
“Trax is the perfect small SUV for urban discovery,” said Steve Majoros, Chevrolet director of marketing for cars and crossovers. “With its car-like maneuverability and SUV capability, in addition to OnStar 4G LTE with a built-in Wi-Fi hotspot, Trax gives you the tools to discover and share what the city has to offer.”
The social influencers, who remain unknown at this point, will post live content to their social networks throughout the night, encouraging followers to come check out the venue and the Trax. However, Megan Collins, a lifestyle and fashion blogger known as the “Style Girlfriend”, will be doing personal meet-and-greets to experience the city through local eyes.
There will also be three videos focusing on secrets in Los Angeles, New York and Chicago to showcase experiences locals may be currently unfamiliar with. The campaign begins February 28th, so stay tuned for some hip new Chevrolet Trax content.