Super Bowl Sponsor Chevrolet’s ‘Game Time’ App


Chevrolet is another Super Bowl sponsor focusing on generating in-game social activity and brand-consumer interactivity during the Giants v Patriots match up.


The car brand has launched its ‘Chevy Game Time App’, whoich offers users bthe chance to win aa bevy of prizes (including vehicles) by answering game-realted trivia questions.


Developed in tandem with agency Goodby Silverstein & Partners, this two-way interactive campaign is another example of the dual-screening trend. The mobile and tablet designed application aims to encourage viewers to play whilst they watch.


Indeed, the very competition mechanic itself connects between the TV screen and a secondary device. The app, entitled Game Time, will ask users questions about specific game-related football questions and the right answers can see them win prizes from several third party NFL sponsors such as Motorola, Papa John’s Pizza and the NFLshop.com.


As an extra motivation to download the app, Chevy will be giving away 20 cars during the course of the Super Bowl. Everyone who downloads the app will be given a unique ‘license plates’and if a viewer sees his or her plate on the screen during the game they will win a Chevrolet.


‘There’s going to be 110 million or more people watching the Super Bowl but not everyone is interested in the game itself,” says Joakim Borgstrom, creative director at Goodby, Silverstein & Partners. ‘Our challenge was how can we own the conversation around the Super Bowl and engage that mass audience in a significant way?”


Again, the tactic is based on research which suggests that 53% of those watching the Super Bowl tend do so for the ads themselves, while 80% watch TV with a tablet or phone in their lap. So this campaign aims to work at the intersection of these two points.


Chevrolet will also run user-generated TV ads during the Big Game itself.


Other Super Bowl work from the brand includes Chevy use of Twitter in its NFL link up by sponsoring the “Road to the #SuperBowl“–a collaborative custom site from the NFL and Twitter that allows users to browse tweets from players, analysts, and fans.




If you are going to make the most of your sponsorship and your $3.5m to $4m TV spot investments then a long lead-in campaign combined with in-game social interaction seems to be a sensible route.


But this year’s Super Bowl will see quite a number of dual screening initiatives competing with one another – if football fans use all of them they just won’t have much time left to watch the game itself.







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