Over 50 advertisers compete for viewers' attention during the Super Bowl. So how do you stand out? We decided to add another screen. One hundred million Americans watch the Big Game, but 52% have no interest in it. With smartphones and tablets in people's hands, we had an opportunity to invent a new way to own the day. Enter Chevy Game Time, a live second-screen experience that lets viewers interact in real time with our commercials and the game itself. It was designed to distract viewers from our competitors' ads and give them a reason to watch our ads again and again on multiple screens.

Launch the campaign
Published
September 2012
Topics

The Story

Over 50 advertisers compete for viewers' attention during the Super Bowl. So how do you stand out? We decided to add another screen. One hundred million Americans watch the Big Game, but 52% have no interest in it. With smartphones and tablets in people's hands, we had an opportunity to invent a new way to own the day. Enter Chevy Game Time, a live second-screen experience that lets viewers interact in real time with our commercials and the game itself. It was designed to distract viewers from our competitors' ads and give them a reason to watch our ads again and again on multiple screens.

On game day, the app came alive: 700,000 app users interacted in real time with our commercials and the game for a chance to win Chevys. Each time one of our commercials aired, you could win a car by answering trivia questions about the commercial. This got entire Super Bowl parties to watch our ads very closely, multiple times – first on TV, then in the app, then on YouTube. In a unique integration between app and live broadcast TV, every app user was given a personal license plate – and if you spotted your plate in our ads, the car was yours. A good reason to watch a Chevy ad one more time.

The Technology

The Results

Owning the Super Bowl? Now there’s an app for that: “Wait, who won the Super Bowl? I was busy playing #chevygametime.” Chevy ranked #1 in Super Bowl buzz (CNBC). Game Time had over 700,000 app downloads in two weeks, was featured app in both Android and Apple app stores and made Top 10 in Apple App Store, passing Angry Birds and Facebook.

130K

people playing at one time during the game

21M

questions answered

700K

app downloads in two weeks

Launch Date Jan. 22, 2012