DETROIT – Donating blood in a vampire costume and working out in a grocery store are two of the offbeat ways Chevrolet is trying to get its 18- to 30-year-old target audience to play along in the launch of the all-new 2012 Chevy Sonic.
“Let’s Do This,” a multi-phased advertising campaign begins digitally in mid-October emphasizing attention-grabbing Sonic adventures and a “Let’s Do This” social game that will live online as well as on a mobile app.
To play the game and possibly win a Sonic, users will document themselves completing various challenges, from participating in a sporting event for a good cause to working out in a grocery store. Players share their accomplishments on the “Let’s Do This” site or app, compete to earn badges, and accumulate points. Users are also encouraged to share videos and photos on their personal social media pages.
The second phase of the campaign will include a more traditional television, print and digital advertising approach highlighting the Sonic’s features and incorporating content from the vehicle’s adventures.
“We believe Sonic will attract youthful customers who are eager to have new experiences, such as tasting foods from five different countries in five days or simply giving blood, but in a vampire costume,” said Kevin Mayer, director of Chevrolet advertising and sales promotion. “This campaign will help our customers celebrate some of the experiences that make life interesting.”
Beyond the campaign, Sonic has strategic partnerships with:
Pandora: Beginning in mid-October, Pandora will offer custom mobile playlists tailored to the “Let’s Do This” badging system. Chevy Sonic will also be the exclusive advertiser when its target Pandora listener of 18 and older creates a station on their mobile device, marking the first time Pandora has offered this particular advertising opportunity.
Funny or Die: Sonic will be featured in two “Funny or Die” short videos launching on Nov. 1 and 15.
The Sonic’s 1.4L turbo with the six-speed manual achieves an EPA highway fuel economy of 40 mpg, making it one of the most fuel-efficient small cars in the market, on par with the 2012 Ford Fiesta SFE and the 2012 Hyundai Accent and beating the 2011 Honda Fit and 2011 Nissan Versa 1.8 SL. Along with getting 40 mpg, the 1.4L turbo has a 0-60 time of 8.2 seconds.
The suggested retail price of the Sonic begins at $14,495 including destination but excludes tax, title, license and dealer fees.
The campaign will be available at letsdothis.com on Oct. 15. To learn more about Sonic, visit the Chevy Sonic Facebook page.
Founded in Detroit in 1911, Chevrolet celebrates its centennial as a global automotive brand with annual sales of about 4.25 million vehicles in more than 140 countries. Chevrolet provides consumers with fuel-efficient, safe and reliable vehicles that deliver high quality, expressive design, spirited performance and value. The Chevrolet portfolio includes iconic performance cars such as Corvette and Camaro; dependable, long-lasting pickups and SUVs such as Silverado and Suburban; and award-winning passenger cars and crossovers such as Spark, Cruze, Malibu, Equinox and Traverse. Chevrolet also offers “gas-friendly to gas-free” solutions including Cruze Eco and Volt. Cruze Eco offers 42 mpg highway while Volt offers 35 miles of electric, gasoline-free driving and an additional 344 miles of extended range. Most new Chevrolet models offer OnStar safety, security and convenience technologies including OnStar Hands-Free Calling, Automatic Crash Response and Stolen Vehicle Slowdown. More information regarding Chevrolet models can be found at www.chevrolet.com