Chevy Offers Big League Experiences at MLB FanFest - Event Marketer

Chevy Offers Big League Experiences at MLB FanFest

DB_Chevy_Sports_EX 2017
Brand: GENERAL MOTORS
Agency: JACK MORTON WORLDWIDE
Awards: EX AWARDS — BEST ACTIVATION OF A SPORTS SPONSORSHIP
Year: 2017

To rev up sales and market share in San Diego where it faces challenges by several competitors, Chevrolet as sponsor of the MLB All-Star Game set out to connect with the kid inside every fan segment, from older fans to millennials to parents with kids and kids themselves. And it was at MLB All-Star FanFest that the strategy served up a home run.

Fans couldn’t miss the 40-foot LED wall that served as a backdrop to the footprint, displaying Chevy Youth Baseball messaging, MLB integrations and real-time social feeds.(Chevy added a Hispanic ad integration in the feed, too, targeting native Spanish-speaking residents of San Diego. Nice.) On top of vehicle displays, there was the Mini Chevy Youth Baseball Clinic where fans participated in Speed Pitch and Swing Analysis at stations staffed with Cal Ripken brand ambassadors. There were selfie bats, game-saving shareables and other photo ops fans love.

Chevy hosted nearly two dozen activations, large and small, throughout All-Star Week, including the FanFest footprint, Red Carpet Parade (complete with kid reporters and a kid viewing area) and All-Star Game integrations like ride-and-drives and contests. All told, Chevy recorded a one percent lift in San Diego market share—which translates to 233 vehicle sales—and 60,000 unique fan engagements.

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