Because of the confidentiality of the announcement, no communication related to the partnership could be distributed prior to the live announcement at the GCD event. Our challenge was to create a way to tell the story of Chevrolet’s involvement in a timely way in order to capitalize on the event hype. We decided that the best way to tell our story was by showcasing the technology in action by creating a mini movie and integrating the live stream announcement into the film.

The Human Race Story, Man VS Artificial Intelligence, was filmed in advance of the announcement using the blackbird. At the event, the film was projected on the screen and in real time the movie was manipulated using the Unreal engine to change the screen in real time showcasing the new Chevrolet Camaro ZL1 in a variety of colors and trim level options.

Execution was a challenge, our story was complex and had a variety of potential narratives, so in order to grab our audience’s attention and pull them into the story, we decided to create a range of stories tailored to sub segments in our audience focusing on the areas of the story that was most relevant with either a gaming, Chevrolet documentary or Camaro focus.

We synchronized the paid media with organic and earned efforts to ensure maximum reach and engagement. We used organic to media built hype for the campaign starting on the 27th of February. We captured he live stream content at the event to add credibility to our story and integrated that content into our narrative within 24 hours to ensure that our message was timely and relevant for our core gaming audience. Paid media support went live across 6 global markets on Facebook and Twitter shortly after.

Global average of 45% canvas viewed which is more than double our global benchmark of 20% canvas viewed. Furthermore, we are currently seeing a global average time spent with content of 41.48 seconds which is the highest we have seen for time spent with video or canvas units on any campaign to date.