The app, which was made available about 15 minutes ago (at the start of the NFC Championship Game); will pose trivia and poll questions on subjects including the game, teams and commercials. Consumers who answer trivia correctly or choose the most-common poll answer will be entered into drawings to win one of thousands of prizes from Chevrolet as well as Bridgestone, Motorola, the NFL and NFLShop.com, Papa John’s Pizza and Sirius XM Radio. Everyone who downloads the app will also receive a unique “license plate” number. Consumers whose numbers match any plate in Chevy’s Super Bowl spots will win a vehicle.
Chevy is trying to take advantage of consumers’ demonstrated digital engagement during big events. “We know people tweeted massively during last year’s Super Bowl using mobile devices,” said Andrew Dinsdale, assistant director-Chevrolet digital and DRM, in an interview.
Chevy’s Super Bowl app also reflects marketers’ desire to get the most out of the average $3.5 million that advertisers are paying for Super Bowl ad packages. Advertisers in the game are increasingly trying to wring extra value from digital and social channels.
“This is the first time any company has attempted such a large-scale app which will enhance the game-watching experience and help them engage in the online conversation about the Super Bowl,” said Joel Ewanick, General Motors’ global chief marketing officer, in a statement. “The way people watch TV has changed with smartphones and tablets helping viewers interact while in front of the screen. This app takes that interactivity to a whole new level on one of the biggest days for television viewing.”
Go get the app – I just downloaded it and am trying to win a new Corvette 🙂
[story summarized from AdAge]