Our Facebook followers were probably thinking "not another generic holiday post." And they were right. It wasn't. Introducing the first virtual trick-or-treat experience, where we converted all six Chevrolet Facebook channels (@Chevrolet, @ChevyTrucks, @Corvette, @ChevroletCamaro, @ChevroletCruze and @ChevroletElectric) into one neighborhood. We knew holiday posts typically underperform, so rather than ringing the same doorbell we decided to do something totally different that leveraged the American tradition of Halloween.
We generated 551,000+ organic impressions across the channels with a 95% video completion rate – all without paid media. And here's the really fun part: 25 fans received real Chevy gifts that were featured in our garages. On a day that typically underperforms in social media, we think it's safe to say these results were more of a treat than a trick.
Awards:
We generated 551,000+ organic impressions across the channels with a 95% video completion rate – all without paid media. And here's the really fun part: 25 fans received real Chevy gifts that were featured in our garages. On a day that typically underperforms in social media, we think it's safe to say these results were more of a treat than a trick.
Awards:
- 11/2019: The Drum Social Buzz Awards – Finalist: Most Innovative Use of Social
- 04/2019: Shorty Awards – Winner: Facebook
- 12/2019: The D Show (Adcraft Detroit) – Shortlist: Digital
Case Study Video
| Campaign Overview |
Channel Videos
@Chevrolet / Product: Equinox
@ChevyTrucks / Product: Silverado
@Corvette / Product: Corvette
@ChevroletCamaro / Product: Camaro
@ChevroletCruze / Product: Cruze
@ChevroletElectric / Product: Volt
Credits:
Concept by Danny Olson and Iain Lanivich.
Concept by Danny Olson and Iain Lanivich.
- Group Creative Director: Tony Kause
- ACD/Art Director: Dan Willey
- ACD/Art Director & Illustrator: Cleveland Thrasher
- Sr. Producer: Tom Shea
- Copywriters: Erin Townsend & Sara Lepley
- Art Director: Bailey Bain
- Strategy: Danny Olson & Benjie Klein
- Account Team: Derek Chappo, Rebecca Jacokes, Madeline Kaczala
- Sr. Project Manager: Cathy Wagner
- Community Management: Leslie Keramidas & Abby Cousineau
- Production & Post-Production: Digital Image Studios
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