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Chevrolet BMPR Presentation

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Chevrolet BMPR Presentation Chevrolet BMPR Presentation Presentation Transcript

  • Chevrolet Regional
    Social Outreach
    South Central Region
  • Amping Up The Vehicle Experience With Chevrolet Volt Extended Electric Vehicle
  • Volt Social Strategy
    engage, update and inform potential customers
    increase positive sentiment
    increase overall share of talk within our social platforms
    Volt social strategy directed by national team
    Social Media firsts for Chevrolet & GM led by Volt Team
  • MyVolt.ComRemotely Access Vehicle Info, Control Some Operations Remotely
  • OnStarMyLink Mobile App
    Available on a majority of 2011 vehicles in the GM Portfolio:
    Chevrolet,
    Buick, GMC
    Cadillac
  • Voice To Text Technology Testing
    Audio Facebook Updates:  Would allow OnStar subscribers to verbally update their Facebook status through audio recordings and/or listen recent news feed messages through the OnStar Virtual Advisor service.
    Voice Texting:  Would enable customers to have their text messages read to them using Bluetooth.
  • Connecting with the Cruze Customer
  • Cruze Media Consumption
    Heavy Users of Digital & Mobile
    Focus:
    Info-Seeking & Social Outlets
    Moderate Print, Cinema and TV Consumption
    Focus: Entertainment and Passion-Oriented Content
    Light Radio Consumption
    Focus: Commute
    Magazine
    Mobile
    Radio
    Newspaper
    Cinema
    TV
    Heavy Usage
    Light Usage
    Moderate Usage
    Digital
    Source: 2009 MRI Doublebase
  • Cruze Digital Advertising
    Gaming:
    Building fun concepts that match key targets
    Home Page Opportunities
    Key property focus (Yahoo, MSN, YouTube)
    New, innovative focus (e.g., Login Page)
    Mobile / Apps
    Focus on location-based applications and content for key targets
    Key Partner Integration Development
    Focusing on key market leaders
    Innovative message experiences
    Gen ‘Y’ / College Campus Programs
  • SUPER BOWL AND CHEVROLET
  • SUPER BOWLTHE BIGGER OPPORTUNITY
    Strategic Objectives
    Super Bowl is a unique opportunity to make a big national statement, to highlight the diversity and strength of Chevrolet…in front of an audience of 111 million Americans
    Leverage the Super Bowl Platform to ensure all of Chevy’s great news is heard
    Show Chevy as contemporary and a leader in so many ways
    Re-instill pride and re-ignite the passion in Chevrolet
    Nameplates:
    Volt- North American Car of the Year
    Silverado HD- MotorTrend’s Truck of the Year
    Cruze Eco- 42 mpg, the most fuel efficient traditional gasoline engine in America
    Camaro- back in a big way
  • EXTENDING BEYOND THE GAME
    During the Game
    YouTube & Facebook Fan Vote/ Ad Viewership programs that drive viewership of spots that night and following days
    Chevy Momentum Meter – FB application measures which team America is rooting for. Lets users vote and cheer for their favorite team via voting functionality, real time chat, and other social interactions.
    Working with FOX/Glee to leverage the Glee fan base and site
    Take advantage of the immediate hype. Rising tide to support Chevy presence in both Super Bowl and Post Game programming
    Search and social extensions across multiple portals
    Leveraging contextual and behavioral targeting opportunities
    After the Game
    Continue to build on post-game buzz on Glee
    Create extended life for campaign & leverage Grammys the following weekend
  • Texas Music Scene, Dad Bands, Gowalla & State Fair of Texas
  • Texas Music Scene at State Fair
  • Chevrolet Town Square at State Fair of Texas
  • Texas Music, Dad Bands & State Fair
  • Chevy Dad Bands 2010
    17
    Website Stats from Aug. 31 to Oct 18:32,120 Visits (24,321 from Texas region)
    46,243 Pages Views
    1:59 mins average time on site
    65.54% new visits
    10,134 Facebook Likes as part of Online Voting
    121 Bands EnteredFacebook Ads:14,798,171 Impressions , 3,403 clicks
    Texas Monthly Insert/State Fair Radio Promo297,788 Texas Monthly Impressions
    Twitter:70,293 Twitter Impressions of the #ChevyDadshashtag
    Tapped 200 online influencers and media to promote the contest; 2,318,764 earned media
  • Final Battle of Dad Bands in Truck Row Oct 16th
  • 19
    Best Dad Band in TexasChevrolet has announced the online call for entries for the Chevy Texas Dad Bands contest. Bands composed of dads from all over the state are invited to participate in the competition. Five finalists will have the opportunity to vie for the title of the "Best Dad Band in Texas" at a performance during the State Fair of Texas in October.
    THE MUSIC BEATThe Krayolas fly the dad & rock flags
    San Antonio rock 'n' rollers The Krayolas, fronted by E-N music columnist/reporter Hector Saldana, are attempting to make balancing parenthood and music pay off.
  • Gowalla Trips at State Fair of Texas
    330 Friends (growth of 321 friends since launch of Fair)
    Total of 599 Trips Completed
    203 people completed The Chevy State Fair Classics Trip
    138 people completed The Chevy Rocks Texas Challenge Trip
    131 people completed The Chevy Super-Fan Challenge Trip
    127 people completed The Chevy Fried Food Challenge Trip
  • Thank You!
    South Central Region