The reputation of late night programming for having off-the-wall, entertaining content was the perfect fit for showcasing consumer generated stunts to launch the all-new Chevy HHR. Partnering with a non-conformist comedic talent to create custom content and own the broadcast proved to be a powerful way to give consumers and HHR a National stage to debut themselves.

Over 1,250 people were compelled to create and submit their personal expression of HHR. After the broadcast of The Tonight Show, traffic to chevy.com increased by 135%. In the end, HHRYa generated 149 quote requests, which would equate to $2.5MM in product sales.