Chevrolet

Digital/Social Launch event

Challenge:

This fall saw Chevrolet launch one of the most ambitious campaigns in its history. On October 4th, 2011, Chevrolet Canada, with the help of its agency - McLaren McCann, took over Yonge-Dundas square in Toronto to promote the release of its latest in a line of well designed, and fuel efficient vehicles. With so much interest and excitement being generated by this massive all-day event, they needed a way to share this truly unique experience to all Canadians.

Chevrolet and McLaren McCann would need a new media partner that not only knew how to capitalize on the growing popularity of social media tools and techniques, they needed a partner who could deliver with flawless execution.

To deliver on this all important challenge, McLaren McCann called upon one of its most trusted partners - Clearoute Media Inc.

Solution:

For Clearoute, it was clear from the beginning that the digital/social experience needed to be of equal and historic proportion as the Launch event itself. The first order of business was to develop a delivery strategy and fluid user experience that would draw the largest online viewership for any vehicle launch and keep them engaged right from the start.

To accomplish this goal, Clearoute took the wheel on YouTube's home page, Chevrolet's Facebook page and Brand Channel to stream the entire day's events live to users across Canada.

Live video from the event was streamed directly to the YouTube home page, Chevrolet Facebook page and Brand Channel. The YouTube home page and Brand Channel shared a Twitter fountain gathering tweets containing the hashtag #ChevroletAllDay, while the Facebook page integrated a social wall feed allowing users to communicate during the event. Additionally, all streams contained automatically updating event schedules showing details of the next six events, and an option to view the full event schedule.

All of these components allowed consumers the opportunity to experience the launch as if they were right there at the event with everyone else. Having a live stream, integrated with feeds from Twitter and Facebook, with automatically updating content, catapulted Chevrolet's vehicle launch from Toronto right across Canada.

Results:

The fall 2011 launch of Chevrolet Canada's new line of fuel efficient vehicles was recognized as a breakthrough in the integration of new media and event marketing. Leveraging social media tools and techniques to reach even more people and create more engaging experiences between consumer and brand put Chevrolet on the social map in Canada. This was the first Canadian all day event to be live streamed on YouTube's homepage.

Clearoute, in concert with McLaren McCann, delivered a truly unique digital/social experience to Canadian digital consumers with over 600,000 users tuning in to the Chevrolet launch event throughout the day.