Chevrolet returned as a South By Southwest (SXSW) Super with an activation programme built around the idea of how new technologies, innovation, connectivity and imagination can combine to radically change the driving experience.
It’s most visible on-street initiative sees the car giant offer a fleet of attendee vehicles acting as complimentary SXSW transport utilities between 1am and 8pm.
To speed festival goers on trips between tech panels or music events, Chevy Impalas, Sparks, Cruzes, Tahoes and Volts roam Austin’s streets offering free rides that also come with the chance to experience innovative Chevy technologies en route – such as the auto brand’s voice-activated MyLink in-vehicle infotainment system or controlling the seamless switch between the Volt’s electric and gas propulsion .
While the brand also uses its street activation as a chance to offer test drives, Chevy also showcased its new Spark and Corvette models at the SXSW Trade Show – with a focus on highlighting advanced telematics and the cutting-edge, in-vehicle OnStar 4G LTE high-speed data connection on
Indeed, to coincide with SXSW 2014, Chevy also announced an integrated in-car entertainment system partnership with streaming music service game Beats Music for selected 2015 models featuring its high-speed 4G LTE connectivity and data system.
Using the new Chevrolet AppShop, listeners can access Beats Music app services to create personalised playlists, access newly released albums and have fun with the ad-lib style song selector (this latter device allows car drivers/passengers to pick from a list of scenarios to best fit their current situation and then see how Beats automatically generates a relevant playlist to match the situation, the people and the vibe.
Leveraging the insight that a key benefit of SXSW is connecting one-on-one with talented innovators, another of Chevrolet’s flagship activation strands is its sponsorship of the festival’s ‘Mentor Sessions’ – which offer attendees seven minute slots in which they can get direct advice from industry leaders and business titans (this year the included GM’s own director of social media and digital comms Mary Henige).
Henige is just one of the Chevrolet speakers who are not only mentoring attendees, but also driving conversations around new technologies and exploring imaginative ideas to enhance the attendee experience.
Chevrolet’s Director of Advertising Richard Choi and GM’s Social Media Center of Excellence lead Rebecca Harris discussed how to at the festival, while Catch OnStar’s Advanced Technology director Steve Schwinke spoke on the ‘DIY Everything with In-Car Augmented Reality’ panel
Meanwhile, the Chevrolet ‘Find New Roads’ Lounge in the festival centrepiece’s Austin Convention Centre offers an oasis in which to relax your mind and recharge your devices. The latter of which is particularly vital at the festival as tweeting and checking-in are increasingly vital to maximising one’s SXSW experience.
The lounge was also a space for Chevrolet to demo some of its latest in-vehicle technology and it also used the location to engage with coders by running a Chevrolet App Workshop.
The lounge is also the fulcrum for the auto brand’s SXSW street team which offers consumers and attendees a slew of event-related utilities from wristbands to umbrellas.
SXSW 2014 also saw the return of Chevrolet Tweet House (for the fifth straight year) with panel discussions on successful innovative start-ups and focusing on those who are creating and designing technologies that are defining the future (particularly the automotive future) and outlining how Chevy itself is approaching new transport and engineering challenges by blending ingenious thinking and start-up partners.
Chevrolet ran a three-night music SXSW Festival showcase, featuring 18 acts, at The Chevrolet Courtyard. The bands range from indie and rock, to blues and electronic artists and all conference attendees are invited.
Another strand of its live music work sees Chevy offer music lovers at Butler Park’s Outdoor Stage Concert Series a chance to play their own tunes in a Chevrolet Camaro 2SS and create their own personalised show poster to remember the trip.
Chevrolet also co-sponsored the first annual SXSW Music Hackathon Championship, where the best minds in music and technology come together to re-invent the music business for artists, bands and fans.
Real-time information about the festival in general and Chevy’s activation events in particular where rolled out through the week via Chevrolet’s Twitter page.
This multi-element activation programme follows Chevy’s similaar approach in 2013
Comment
This is the fifth year in a row Chevy has been a SXSW Super Sponsor and it certainly must be doing something right as social statistics suggest that Chevrolet’s extensive activation programme certainly caiught the eye at this year’s festival.
According to Digimind, Chevy was the most mentioned SXSW sponsor on social media throughout the event.
Indeed, the auto brand took the number one spot on every single day of the festival except for 10 March when it was overtaken by Subway.
The top five brands at SXSW Interactive 2014 with the most social media mentions were:
- Chevy
- Subway
- Pennzoil
- AT&T
- Monster
While sponsor Miller Lite ranked at the very bottom, when it did see mentions, they were 100 percent positive.
Digimind added that 77% of of social media sponsor mentions occurred on Twitter.
Links
Chevrolet At SXSW Website
http://www.chevrolet.com/sxsw.html
Chevrolet SXSW Twitter
@ChevySXSW
#catchAChevy
Chevrolet Website
