Chevrolet rides mobile surprise-fest to engagement heights
on YouTube
General Motors’ Chevrolet brand leveraged video and social
media to attract 3 million viewers on its YouTube channel and 1.5 million
impressions with an April Fools' Day multimedia surprise-fest that dramatized
the power of mobile to drive brand engagement.
The #BestDayEver campaign intentionally surprised more than
12,000 people with events and occurrences such as an impromptu Kelly Clarkson
concert for pregnant women and new moms, opening day tickets to Major League
Baseball games across the country and gas cards from NASCAR driver Danica
Patrick to boost brand awareness. Coming on the heels of Chevrolet’s
introduction of the 2016 Malibu and Spark at the New York International Auto
Show, the campaign pointed to how YouTube and social media are increasingly
becoming the go-to avenues for brands to connect with consumers and drive
engagement.
“It's everything right now,” said Mickey Meyer, cofounder of
Jash, which teamed up with YouTube to produce the live stream. “Paired with
quality content, brands are becoming king again and driving the evolution of
media more than anyone else. The smarter, riskier the brand, the higher the
return for them,” he said.
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