Chevy offers $10K for you to share Super Bowl ad contender
Chevy is running a global smackdown for one of its Super Bowl ads, getting 197 entries from independent filmmakers in 32 countries. And starting today wants you to view and share the 35 finalists with your friends.
For motivation, GM’s world brand is offering a $10,000 for the person who “shares” the most. The promotion is at ChevroletRoute66.MSN.com, and open to Brazil, Canada, China, France, Germany, India, Mexico and Britain, as well as the USA. You get points each time you share and a leader board on the site will show who’s ahead.
Chevrolet Route 66 is the theme and the ads are supposed to capture “the global experience of life’s journey” and “everyday heroes.” Despite the Oprah-speak, that’s one of videos above, and it’s funny.
Your sharing won’t pick the ad that’ll air in the game — the way Doritos does with its “Crash the Super Bowl” amateur ad contest — but Chevy says its in-house judges will be “influenced” by which ads are shared most.
GM is in the Feb. 5 Super Bowl in a big way with five of the 30-second ad slots NBC has been selling for north of $3 million. Chevy will get them all, unless one goes to Cadillac, which is unveiling its smaller ATS sedan next month in Detroit.
One of the Chevy slots will go to the indie filmmaker winner. Ads for Volt, the Sonic subcompact and Silverado pickup also will air for the Super Bowl audience of more than 100 million.
Why get ads from 32 countries? To promote a brand that has 60% of sales outside the U.S. in 140 countries and counts Uzbekistan as one of its top 10 markets.
“Because Chevrolet is sold in many countries, ‘crowd-sourcing’ content globally is a great way to find creative advertising” that works, says Joel Ewanick, GM’s global marketing chief. “Using that same concept, we hope to have fans identify their favorite ads for us.”
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