In mid-April, General Motors launched a new advertising campaign for the Chevy Trailblazer in South Korea to promote the global crossover’s second model year in its local market. Now, the automaker has further expanded the marketing campaign for the 2022 Chevy Trailblazer with an online challenge seeking to connect with the vehicle’s target audience.
Called “Trailblazer X c,” the contest will be featured on Instagram Reels, starring American singer and model Park Jaeboem, better known as Jay Park, along with the Trailblazer’s Korean ad campaign theme song. It consists of a challenge where followers must dance to the artist’s choreography for the chance to win a variety of special prizes.
“Following the TikTok Challenge last year, we will plan an event using a new platform such as Instagram Reels in order to communicate more closely with the MZ Generation, the main customers of Trailblazer, with interesting content,” said Marketing Manager of GM Korea, Jeong-Yoon Jeong, in a press release. “We will continue to present a variety of participatory events so that many people can easily and enjoy the unique charm of Trailblazer,” he added.
The new marketing event for the Chevy Trailblazer is open to all South Korean audiences and will run for three weeks, from May 6th to May 23rd, exclusively on Instagram. The challenge is performed by dancing to the choreography of Jay Park’s Trailblazer theme song titled Summeride, and posting 15- to 30-second videos to the social media, which is very popular with the country’s youth.
In addition to recording themselves dancing to the ad campaign choreography, participants must use the Remix feature to show their own moves alongside the official video recorded by Jay Park, in a side-by-side, split-screen format, as if they were dancing with the artist himself. The official videos are available on the @chevroletkr account and participants must publish their content with the appropriate challenge hashtags.
GM Korea is announcing a prize package for those who participate in the new Chevy Trailblazer marketing challenge, ranging from special coupons in online stores to an exclusive fashion accessories package from luxury brand Balenciaga Clutch. The advertising campaign featuring the song Summeride has been successful so far in the Asian country, racking up more than 2.3 million views so far and attraction lots of attention from younger customers.