Chevrolets Super Bowl Ad Choice Will Be a Viral Video



Chevrolet will pick the most-shared video among a pool of about 40 crowdsourced videos to determine which will run in next years Super Bowl.

The General Motors brand on Thursday presented about 35 of the films on ChevroletRoute66.msn.com. Chevy will award prizes of up to $10,000 to the contestant who shares the most and answers the question If you could drive to any destination in your home country, where would you go? The top sharers appear on a Leaderboard on the site.

Chevy announced the program in June. The brand teamed up with crowdsourcing firm Mofilm, and received 197 entries from all over the world for videos riffing on the theme everyday heroes. The list will ultimately be pared down to around 38, says Steve McGuire, GMs marketing strategy manager. (One of the ads appears above.) The video that gets shared the most wins.

Crowdsourcing is nothing new for Chevrolet. The brand worked with Mofilm for a program last spring in connection with the Tribeca Film Festival that yielded four commercials. Chevy also asked college students in 2007 to dream up ideas for a Super Bowl ad. The brands agency at the time, Campbell-Ewald, executed the spot.

By encouraging sharing, Chevy is ensuring that it gets maximum social media exposure for well under six figures. Were crowdsourcing distribution, says McGuire.

Such programs can provide big dividends. Another crowdsourcing program, PepsiCos Crash the Super Bowl now in its sixth year allowed that company and its brands to dominate social media conversations prior to the game in February, according to Alterian, a technology and research firm. That program, however, was based on votes, not shares.

More About: Advertising, chevrolet! , crowdsourcing, Marketing, Super Bowl



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