Leveraging Chevrolet’s Hockey assets with sponsorship of NHL on TSN, the Chevrolet Malibu Million Dollar Shootout was created; a chance for 4 people to score a 2008 Malibu, plus the chance for one person to win $1 million. Malibu and Chevrolet spokesperson Bobby Orr, were featured prominently in all promotional creative driving contestants to the online game, including on-set product placement during NHL broadcasts. Online contestants completed an extensive questionnaire about their driveway and next vehicle purchase plans. Once the contest winner was selected, extensive pre-promotion to the live event started, including on-air banter and news coverage on TSN and sister stations. The promotion culminated with the Live Shootout Event, televised live to a national audience in prime time. General Motors Place was filled to capacity (18,630 fans) and Malibu was everywhere from arena signage, to Malibu at centre ice to contestants dressed in Malibu hockey jerseys.

Exceeded all benchmarks: 8.6 million entries, 61,000+ qualified buyer leads During shootout: Capacity crowd in arena (18,630) stayed in seats to watch.

Live event televised ,telecast +66.2% audience increase, peaked during live shootout PR coverage valued at $25.0 Million after 1st week