DETROIT – Advertising experts say more people are interested in buying Chevrolet cars and trucks due to clever and targeted advertising and innovative digital campaigns tied to Super Bowl XLVI.
According to the CNBC/Collective Intellect Super Sunday Ad Tracker research conducted before, during and after the game, Chevrolet came in first in purchase language – language that suggests a consumers’ intent to purchase a product based on the advertising. Chevrolet beat out all of the other brands that also advertised during the Super Bowl by a comfortable margin.
“Our strategy was to reach far beyond the in-game spots, and extend the conversation about Chevy cars and trucks through multiple digital efforts before, during and, importantly, after the game,” said General Motors Global Chief Marketing Officer Joel Ewanick. “In the end, brand exposure and purchase consideration is what this is all about, and these results show Chevrolet nailed it.
“We knew if we delivered a focused message about Chevrolet cars and trucks, using strong creative with a sense of humor, we could generate meaningful interest in our products that could translate into future sales,” said Ewanick.
According to Nielsen, Chevrolet ads in total also excelled in breakthrough and memorability, scoring higher than the Automotive Super Bowl average and the Overall Super Bowl average.
In addition to the attention-grabbing ads, Chevrolet’s digital efforts proved successful with more than 700,000 registrations for the Chevy Game Time app, more than 35 million page views, and more than 25 million trivia answers submitted before and during the game. Chevrolet also gained more than 130,000 new fans on Facebook and more than 9,000 new followers on Twitter.
Courtesy of media.gm.com
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