The entire Chevrolet display was created with the idea of audience engagement. This included state-of-the-art technologies, such as the massive, high resolution display called the Chevrolet Theater. Visitors were also able to interact with a Chevrolet accessory wall that displayed 20-inch and 22-inch wheels. Attendees who wished to pick-up a souvenir had the opportunity to stop by the Chevrolet store to purchase the latest Corvette and Camaro merchandise.
With a projected attendance of over 100,000 visitors form 37 countries, Chevrolet shared the opportunity to support disadvantaged children around the globe by allowing attendees to capture themselves heading a soccer ball in a short clip that could then be conveniently shared via their social networks. The goal (no pun intended) was to raise awareness of the brand’s One World Play Football project in which it has donated 2 million balls.