“The Sonic is a great new addition to the Chevrolet line-up and we are encouraged by the steady increase in sales that we are seeing each month,” said Alan Batey, vice president, Chevrolet Sales and Service. “In addition to the early sales momentum of the Sonic, the rest of the Chevrolet passenger cars are building on the tremendous sales success of last year posting stronger than expected numbers in the first month of the New Year.”
Most manufacturers don’t take the digital media route and instead focus on getting their products as far into the eyes of the public as possible using main stream media. Although this may be true, Chevrolet took digital media to a whole new level to get the younger consumers amped up for the new model.
Michigan Chevrolet dealers watched as Chevrolet took several phases to bring the Sonic into the eyes of the younger crowd.
First was the digital phase. This showed stunts to wow the crowd as the Sonic went sky diving, bungee jumping, and finally the ever popular skateboard-style kick flip, which is a 360-degree rotation in mid-air, that was successfully completed and highlighted on MTV. Other parts of digital media that were offered to the younger generation included The Game of Firsts. This campaign was a direct challenge from Chevrolet to do something first and then post it to letsdothis.com. Those with the most votes had a chance to win a new Sonic. With almost 300,000 likes on the Facebook page, this would be most liked vehicle in the segment.
“The launch of the Sonic is allowing the Chevrolet brand to engage with consumers on a more personal level,” said Chris Perry, vice president, Chevrolet Marketing and Strategy. “Focusing our early efforts on the digital space gave us the freedom to attempt some of our own firsts and establish a solid presence for the new Sonic nameplate.”
The next phase will be actual television advertisements with the first being on Sunday during the Super Bowl XLVI. Featured stunts and a music video are some of the footage that will be seen.
Michigan Chevrolet dealers may be excited to see the first main stream advertisement as Sunday gets closer, and there may be plenty of fans waiting to see the same.
Check back for more information about the advertisements after the next Super Bowl arrives.
[Source(s): GM Media]