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Chevrolet BMPR Presentation


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Chevrolet BMPR Presentation

  1. 1. Chevrolet Regional <br />Social Outreach<br />South Central Region<br />
  2. 2. Amping Up The Vehicle Experience With Chevrolet Volt Extended Electric Vehicle<br />
  3. 3. Volt Social Strategy<br />engage, update and inform potential customers<br />increase positive sentiment<br />increase overall share of talk within our social platforms<br />Volt social strategy directed by national team<br />Social Media firsts for Chevrolet & GM led by Volt Team<br />
  4. 4. MyVolt.ComRemotely Access Vehicle Info, Control Some Operations Remotely<br />
  5. 5. OnStarMyLink Mobile App<br />Available on a majority of 2011 vehicles in the GM Portfolio:<br />Chevrolet,<br />Buick, GMC <br />Cadillac<br />
  6. 6. Voice To Text Technology Testing<br />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.<br />Voice Texting:  Would enable customers to have their text messages read to them using Bluetooth. <br />
  7. 7. Connecting with the Cruze Customer<br />
  8. 8. Cruze Media Consumption<br />Heavy Users of Digital & Mobile<br />Focus:<br /> Info-Seeking & Social Outlets<br />Moderate Print, Cinema and TV Consumption<br />Focus: Entertainment and Passion-Oriented Content<br />Light Radio Consumption<br />Focus: Commute<br />Magazine<br />Mobile<br />Radio<br />Newspaper<br />Cinema<br />TV<br />Heavy Usage<br />Light Usage<br />Moderate Usage<br />Digital<br />Source: 2009 MRI Doublebase<br />
  9. 9. Cruze Digital Advertising<br />Gaming: <br />Building fun concepts that match key targets<br />Home Page Opportunities<br />Key property focus (Yahoo, MSN, YouTube)<br />New, innovative focus (e.g., Login Page)<br />Mobile / Apps<br />Focus on location-based applications and content for key targets<br />Key Partner Integration Development<br />Focusing on key market leaders<br />Innovative message experiences<br />Gen ‘Y’ / College Campus Programs<br />
  11. 11. SUPER BOWLTHE BIGGER OPPORTUNITY <br />Strategic Objectives <br />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 <br />Leverage the Super Bowl Platform to ensure all of Chevy’s great news is heard<br />Show Chevy as contemporary and a leader in so many ways<br /> Re-instill pride and re-ignite the passion in Chevrolet<br />Nameplates:<br />Volt- North American Car of the Year<br />Silverado HD- MotorTrend’s Truck of the Year<br />Cruze Eco- 42 mpg, the most fuel efficient traditional gasoline engine in America<br />Camaro- back in a big way<br />
  12. 12. EXTENDING BEYOND THE GAME<br />During the Game<br />YouTube & Facebook Fan Vote/ Ad Viewership programs that drive viewership of spots that night and following days <br />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.<br />Working with FOX/Glee to leverage the Glee fan base and site<br />Take advantage of the immediate hype. Rising tide to support Chevy presence in both Super Bowl and Post Game programming <br />Search and social extensions across multiple portals<br />Leveraging contextual and behavioral targeting opportunities <br />After the Game<br />Continue to build on post-game buzz on Glee<br />Create extended life for campaign & leverage Grammys the following weekend<br />
  13. 13. Texas Music Scene, Dad Bands, Gowalla & State Fair of Texas<br />
  14. 14. Texas Music Scene at State Fair<br />
  15. 15. Chevrolet Town Square at State Fair of Texas<br />
  16. 16. Texas Music, Dad Bands & State Fair<br />
  17. 17. Chevy Dad Bands 2010<br />17<br />Website Stats from Aug. 31 to Oct 18:32,120 Visits (24,321 from Texas region) <br />46,243 Pages Views <br />1:59 mins average time on site <br />65.54% new visits <br />10,134 Facebook Likes as part of Online Voting<br />121 Bands EnteredFacebook Ads:14,798,171 Impressions , 3,403 clicks <br />Texas Monthly Insert/State Fair Radio Promo297,788 Texas Monthly Impressions <br />Twitter:70,293 Twitter Impressions of the #ChevyDadshashtag<br />Tapped 200 online influencers and media to promote the contest; 2,318,764 earned media <br />
  18. 18. Final Battle of Dad Bands in Truck Row Oct 16th<br />
  19. 19. 19<br />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.<br />THE MUSIC BEATThe Krayolas fly the dad & rock flags<br />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.<br />
  20. 20. Gowalla Trips at State Fair of Texas<br />330 Friends (growth of 321 friends since launch of Fair) <br />Total of 599 Trips Completed<br />203 people completed The Chevy State Fair Classics Trip <br />138 people completed The Chevy Rocks Texas Challenge Trip <br />131 people completed The Chevy Super-Fan Challenge Trip <br />127 people completed The Chevy Fried Food Challenge Trip<br />
  21. 21. Thank You!<br />South Central Region<br />