Chevy Silverado

ESPN College GameDay

DirecTV, Dish, AT&T Uverse, Branded Channel Destinations and Mobile Sweepstakes Campaign

REACH

40 MM HH

ROLE

Sr. Design Manager UX/UI

THE GOAL

Amplify Chevy Silverado’s partnership with ESPN College GameDay to generate mass mid-level engagement with truck-related content and convert “truck-intenders” into highly qualified leads

Test appetite of AT&T Uverse's "push to iPad" technology where viewers auto-launch the Chevy Truck builder and ESPN sweepstakes to the their tablets to continue their experience via 2nd screen

THE IDEA

Use the partnership, the high-value sweepstakes, college football trivia and sports-related arcade games as promotional hooks to entice target audiences to custom build a Silverado, and request more information from the brand

THE RESPONSE

Lifts in brand affinity, advocacy and consideration – moved Silverado from 2nd to 1st in its competitive set

Majority of those who engaged reported learning something new

Upon receiving the email requested via their TVs, audiences showcased higher rates of brand interaction than those who requested more information online – engagement with email greatly outperformed digital email open rates and CTRs

Credits

Partnering Creative Agency: Leo Burnett

UX/UI Designer: Nicole Roberts