Chevrolet asked us to launch the Chevy Sonic. They told us it had great gas mileage, the highest safety rating and that it was the perfect vehicle for first-time car buyers — a.k.a. Millennials. The only problem: Millennials saw Chevy as their grandfather’s car company — one that was out of touch and irrelevant.

To change their minds and get Chevy back into the conversation, we couldn’t talk about features and lease offers. Instead, we partnered with rock stars, extreme athletes, robotic experts and tech masterminds to create a series of epic, 100%-real stunts that captured the attention and imagination of our audience.

We let Millennials participate in the stunts, gave them behind-the-scenes access and rewarded them for getting out, discovering and completing their own stunts. All to demonstrate that Sonic is not just another small car; it’s a car for firsts, and Chevy is a brand worth buying into.

The first car launched by the Internet. Literally.To launch the Chevy Sonic, we didn’t create a single TV or print ad. We didn’t talk about product features or lease offers. Instead, we partnered with tech masterminds Syyn Labs, put the Sonic on top of a 10-story structure in Long Beach, LA, tied a bungee chord to the car and asked the Internet to push it.The launch was live-streamed on LetsDoThis.com. Clicking a giant cursor hand pushed the car closer and closer to the edge, until the Sonic finally went bungee-jumping. Participants could check out the drop—and Sonic—from multiple camera angles, including from behind the wheel.

Chevy’s first digital launch. But probably not the last. Even with zero advertising driving to the launch, the Sonic bungee launch spread like wildfire online. In less than 9 hours, 2.5m clickers launched the Chevy Sonic. At best, over 19,000 people were clicking per second.In the passing days, the who's who of Internet cool spread the word of our launch. Mashable, Huffington Post, Creativity, Discovery Channel, Motor Trends, USA Today, Reuters, Forbes and many more sang our praises. The PR machine spread into our targets’ social networks, and they carried the news of Sonic’s arrival for us.