New Chevrolet Sonic stunt is part of wider campaign
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.
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.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.