Chevrolet is exercising its content marketing muscles. The brand has announced a new home for the Chevrolet Sonic, Spark and Trax in ChevySmallCars.com. The new website will host original content revolving around the cars, and cater to the audience who purchases smaller vehicles.
“The Spark, Sonic and Trax all target a younger, more socially savvy buyer,” said Steve Majoros, Chevrolet director of cars and crossovers. “When we looked at reasons for purchase, cross consideration and demographics, we found a number of similarities. By aligning these products we can be more strategic and create more engaging, sharable content that speaks directly to this audience.”
To begin, Chevrolet has partnered with Funny or Die and Kickstand Band, with original video episodes by the former surrounding the Trax, Sonic and Spark, and upcoming artists performing their hits in a Sonic by the latter.
Finally, “Find Your Smallmate” aims to pair visitors with their perfect pint-sized Chevy, which involves a short quiz to see which vehicle suits your lifestyle the most.
Chevrolet will introduce additional content to the site throughout the year, which will include custom podcasts, more videos and customizers for each vehicle.