Chevrolet is launching a unique and slightly off-beat ad campaign this month for the all-new Sonic that will be exclusive to the internet and mobile phones.
Titled “Let’s Do This,” the multi-phased campaign encompass a game played through the World Wide Web as well as a mobile app (the first phase) plus traditional advertising (for the campaign’s second phase). Participants of the game have the chance of winning a Sonic themselves.
To participate in the “Let’s Do This” game and possibly win a Sonic, users will need to document themselves doing various things, such as participating in a sporting event for a good cause, or doing something more far-fetched like working out in a grocery store or donating blood dressed like a vampire (does skydiving a car out of a plane count?). Following their activity, participants would then share what they’ve just done on the “Let’s Do This” site or via the mobile app, thereby accumulating points and earning badges.
The Chevy Sonic will also be featured in two “Funny or Die” short videos come November 1 and 15. Additionally, Pandora internet radio will begin to offer custom mobile playlists for the “Let’s Do This” campaign, and will promote the Sonic exclusively on a station if the Pandora listener is at least 18 years of age and creates a station on their mobile device. It is worth mentioning that this marks the first time Pandora has done something like this for any brand or company.
The goal of the campaign is to attract a youthful audience, especially the 18- to 30-year-old segment. “This campaign will help our customers celebrate some of the experiences that make life interesting,” said Kevin Mayer, director of Chevrolet advertising and sales promotion.