In partnership with the Tyra Banks Show, we created a first-of-its-kind talk-show event, using a vehicle as a mobile studio for Tyra to take her show “on the road,” broadcasting an entire one-hour episode directly from a Malibu. With its smart new profile, Tyra viewed the Malibu as the ideal vehicle to “drive” this special episode dedicated to those who “give others a lift” through public service.With Tyra behind the wheel of her Malibu, she provided a “lift” of recognition and interviewed three deserving women emblematic of the Malibu target, as well as a few celebrity guests, for their commitment to helping others.

Chevy also used the integration as an opportunity to support an important cause for them, autism awareness. A dedicated microsite offered a virtual Malibu test drive and Chevy made a donation to Autism Speaks on behalf of each visitor’s test drive.

While “driving” recognition of community service, Tyra organically showcased Malibu’s features including the roomy interior, breakthrough styling, audio technology, sun roof and navigation system. After highlighting the compelling stories, Tyra provided each woman a real lift: a brand new Chevy Malibu.Overall, the program provided an organic platform to connect with the Malibu target audience and drive awareness, change perceptions and build support for an important cause.• Drove double-digit increases in Tyra site traffic over the first 10 days of the promotion and more than 25,000 average daily unique visitors.• Generated more than 3,000 “Passenger” casting entries.