The major objective of the campaign was to continue building awareness of the Impala brand among the 35-64-year-old target group, using best-in-class/first-in-class claims to establish a clear brand image. Additionally, the campaign sought to increase familiarity and consideration for the brand. Set up in the same question-and-answer format as the standard “Millionaire” game and housed on ABC.com, the Impala version featured an environment resembling an Impala dashboard and offered players a variety of multiple-choice trivia questions centered on the Impala brand and its history. Questions were chosen to impart key brand information, such as competitive comparisons, best-in-class claims, and Impala brand history. Players who did not answer all questions correctly were given the option of playing again, visiting Impala’s own Web site, or leaving entirely.The customized Impala game was promoted on banner and interstitial ads throughout ABC.com, including the “Millionaire” game itself. In addition, players who completed the standard “Millionaire” game were offered a chance to continue playing by clicking to the Impala version.

Although the game offered no prize, it drew more than 110,000 individual players and generated more than 800,000 game impressions. In addition, nearly 60 percent of players surveyed were in the Impala’s target market – individuals age 35 to 64 with income of more than $50,000. Q. Last year’s most original, successful new media campaign was the product of:A. Innovative, strategic thinkingB. The GM Planworks media teamC. A customized online version of TV’s “Who Wants to Be a Millionaire” centered around the Chevy ImpalaD. All of the aboveIn 2001, Chevrolet made “D” its final answer – and ended up a big winner.

Based on a thorough examination of audience demographics, the GM Planworks media team approached ABC.com about partnering with Chevy Impala to develop a customized online edition of the wildly popular "Who Wants to be a Millionaire" game show. Mirroring the question-and-answer structure of the show and featuring an Impala-dashboard-themed environment and Impala-themed trivia question, the game was housed on ABC.com's “Millionaire” Web site and promoted throughout ABC.com and on the “Millionaire” Web site.The GM Planworks team, working with the Chevrolet AOR, Campbell-Ewald, crafted an entire Chevy Impala brand experience for visitors to the game’s site, then measured that experience with a variety of research. The result was a campaign that was far more than fun and games, helping Chevy Impala make a serious impact on its passion group. Unique Experience:In contrast to typical Web branding campaigns, which are evaluated on the number of users driven from the vendor’s Web property to the advertiser’s property through banners and buttons, the Chevy Impala campaign was designed to provide the user with a total brand experience entirely on the vendor site. The goal was to entertain the user with the format and educate the user with the content.Custom Research: In addition to providing the target audience with an Impala-oriented experience right on the “Millionaire” site, the team was able to use an extremely detailed branding study to measure the effect the experience had on users. The results were then translated into a return-on-investment benchmark that is currently being used to evaluate similar future GM online campaigns.Impressive Results:The Impala-themed game attracted more than 110,000 unique game players, 20% of whom spent more than 10 minutes with the game. Among those researched, almost 90% said the game was both “informative” and “interesting”. But most importantly, game players were much more familiar with the Impala brand, had a very positive perception of the Impala brand and were more likely to consider Impala.

Q. Last year’s most original, successful new media campaign was the product of:A. Innovative, strategic thinkingB. The GM Planworks media teamC. A customized online version of TV’s “Who Wants to Be a Millionaire” centered around the Chevy ImpalaD. All of the aboveIn 2001, Chevrolet made “D” its final answer – and ended up a big winner.

Based on a thorough examination of audience demographics, the GM Planworks media team approached ABC.com about partnering with Chevy Impala to develop a customized online edition of the wildly popular "Who Wants to be a Millionaire" game show. Mirroring the question-and-answer structure of the show and featuring an Impala-dashboard-themed environment and Impala-themed trivia question, the game was housed on ABC.com's “Millionaire” Web site and promoted throughout ABC.com and on the “Millionaire” Web site.The GM Planworks team, working with the Chevrolet AOR, Campbell-Ewald, crafted an entire Chevy Impala brand experience for visitors to the game’s site, then measured that experience with a variety of research. The result was a campaign that was far more than fun and games, helping Chevy Impala make a serious impact on its passion group.