Multi-Platform Interactive TV Channel
Concept, UX/UI Design, and Post-Campaign Analysis
To raise awareness of the all-new 2014 Chevy Silverado, Chevy partnered with ESPN College GameDay to create the Virtual Saturday Selections Sweepstakes.
Leveraging the target's interest in the partnership, the channel successfully met the client's KPIs by driving voluntary engagements with the brand, educating users on key product attributes, and promoting lead generation through educational and entertaining interactive features.
Users arrive at the channel to find video content highlighting the features present on the channel, attributes of the all-new Chevy Silverado, and exclusive outtakes from the ESPN College GameDay commercial.
In the "Build Your Silverado" feature, users learn about the variety of options available as they customize their ideal truck. Once complete, they can request an email with more information on their desired truck from the brand.
Leveraging Partnership Content
The interactive feature, "Play College Football Trivia" seamlessly integrates difficult college football trivia questions with relevant product messaging to continue educating and entertaining users.
Using data analysis from previous Chevy Silverado campaigns, it had been found that users loved testing their college football knowledge and always wanted to know the answers to the trivia questions. To incentivize repeat plays, the correct answer would not be revealed if a wrong answer was selected. Also, the feature randomly selected four questions from a list of 12, ensuring fresh content for each play.
Analysis from past campaigns had shown that this target market likes to test their skills in challenging games, so two mini-games were created to highlight specific attributes of the Silverado. In the games, users are exposed to relevant product messaging while attempting to complete the challenge. In order to illustrate both features of the truck, each game ran on a separate week of the campaign being live.
The Towing game incentivizes users to get to the tailgate on time while demonstrating the towing strength of the truck. The Handling game showcases the improved riding and handling of the Silverado as users avoid objects on the football field.
In "Discover the Sweepstakes", users learn how to enter the Virtual Saturday Selections Sweepstakes. Since users were unable to enter the sweepstakes directly through the interactive channel because of technical limitations, a mobile number was provided for them to be referred to the entry site.
This was beneficial for the campaign because not only did the users have to double opt-in, which shows active interest, it also permitted the brand to re-engage with the users in future product messaging.