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New Chevrolet Sonic stunt is part of wider campaign

By Joss Davidge

Chevrolet has launched an extensive multi-platform campaign that is an attempt to align the new Chevy Sonic with its target audience, the young and adventurous.

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On the site www.letsdothis.com participants can do challenges, which include offbeat tasks like donating blood in a vampire costume or working out in a supermarket.  They then need to upload photographic proof and be peer-voted up the leader board to possibly secure themselves a brand new car.  In 2012 traditional print and TV advertisements will be launched but in the meantime Chevrolet has a schedule of experiential stunts to whet the appetite and, it is hoped, help to establish the Sonic as a car that is just as up for adventure as those that drive it.

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