The tradition of road tripping—both as a personal freedom quest and fun group bonding experience—provided the platform for Chevrolet to re-associate itself with the good times in life, both today and in the years to come.The “On the Road Again” site was designed to be a starting point where “car backpackers” could share stories and tips, while helping Chevrolet build a long-term dialogue with them through a digital environment, including:•A Video Show: Six young bloggers went on a road trip. The best moments were summarized in a two-minute capsule that ran on National Geographic and detailed accounts were posted as webisodes on a YouTube branded channel•Bloggers: Twenty-five other bloggers were hired to create the “On the Road Again” community •Online campaign: An aggressive media campaign was launched on the region’s most important social sites (Google Networks, Facebook, Orkut) to drive traffic

--Platform is running with hundreds of published trips.--The project – and Chevrolet – were mentioned in blogs and social networks over 1000 times.

--50% of the site’s traffic comes from referring sites.--500K watched in a month.--More than 1 million people interacted with campaign messages in 2008, generating more than 2 million interactions (video, visits, blog comments, blogs).--Over 7% of the people who visited the site continued surfing the Web and visited the Chevrolet brand site, a high figure for such activity.