Chevrolet x HQ Trivia
ROLE
Ideation & Art Direction
AGENCY
Commonwealth//McCann
CLIENT
Chevrolet
YEAR
2019
The All-New Chevrolet Silverado is not just a truck—it’s a cutting-edge feat of technology, a tool for everyday use, and a companion on life’s adventures that take us both near and far. We set out to create the loudest, most unconventional ad campaign ever to challenge perceptions and get the word out.
Credits:
Copywriter: Sarah Ellison
Co-Art Director: Christiana Azmy
Associate Creative Director: Scott Wolf
Chief Creative Officer: Gary Pascoe
Account Directors: Bill Wilt & Meghen Behen
What happens once a week, garners over a half million engaged participants, and gives out prizes to the players who can make it to the end? HQ Trivia, a live weekly smartphone gameshow that takes players through a series of sudden-death trivia questions. The players (or player, sometimes it’s just one!) who answers every question right, wins the ultimate prize. Through a takeover, Chevrolet partnered with HQ Trivia and created a game where every question was about the All-New Silverado. As players continued playing the game, they learned what makes the All-New Silverado the strongest, most advanced truck on the market. Oh, and the player that made it to the end received $50,000 cash, and their very own All-New Silverado.
This sponsorship included an in-game promotion, social extensions, contextual mobile creative and culminated in a giveaway of a Silverado.
Earned media: Variety, Digiday, The Detroit News, GM Authority
