Chevrolet is targeting young adults with a holiday campaign on Dailybreak’s platform, which includes 10 million consumers who have signed up for promotions that get pushed via social channels and email. The effort, dubbed Home for the Holidays, begins today and runs through Dec. 31, pitching the chance to win either a Chevy Cruze, Sonic or Spark.
To enter to win, participants answer a handful of trivia questions about such things as how to drive in wintry conditions, how many airbags Chevy's economy-sized models include, and what drivers can do with the OnStar app. Then, consumers need to create a virtual postcard. That process involves uploading a photo of the friends/family they’d like to see during the holidays, writing a short message about why they are excited to see their loved ones and then sharing the postcard on a social network such as Facebook or Twitter while asking friends/followers to vote for it. The number of votes combined with creativity, per Chevy, will determine which consumer wins a new ride.
And oh yeah, while signing up for the contest, consumers need to enter their email address and zip code, allowing Chevy to aim dealer-level offers their way with some good old-fashioned direct marketing.
“We are targeting an audience that may not have Chevrolet on its shopping list,” Carolin Probst-Iyer, Chevy’s digital manager, told Adweek. “It’s a fairly new target for [us].”
Probst-Iyer said her General Motors brand tested Dailybreak twice earlier this year, was encouraged by the results and plans to support the current effort with a small paid push.
“There are digital ads pointing to it,” she said. “Our large social community will be notified with [Facebook and Twitter] posts, as well as messaging on Chevrolet online properties.”
Other brands that have recently utilized Dailybreak's platform include McDonald's, Anheuser-Busch, Dunkin' Donuts and Microsoft.
Meanwhile, Detroit-based Chevy has shown a propensity to test digital-social platforms during 2012. For instance, it partnered with LivingSocial during August to push the 2013 Chevy Malibu, which was designed by fashion industry celebrity Isaac Mazrahi.