The primary issue in this production was safety and the car. Since the ad features a sonic car riding through a stunt track and playing instruments along the way, it was important to emphasise that it was, indeed, a planned production and not some crazy kids whirling about. There were no other particular issues.

Sonic made engaging content rather than merely accompanying it. We partnered with extreme sports stars, musicians, artists and robotics experts to create awe-inspiring Sonic firsts. Then used video, digital, mobile, out-of-home and events to bring fans in.

Bungee Launch let people to literally launch the Sonic off a 100 ft. platform, helping push via mobile and a live stream on letsdothis.comSkydive showed off the car from every angle while freefalling from 14000 feet, showcasing the footage in high-impact digital banners and out-of-home.Kick-Flip saw Rob Dyrdek, pro skateboarder and MTV star, kick-flip a Sonic in front of a live audience. The stunt was featured in the premiere episode of his show, Fantasy Factory.

We premiered Sonic’s first music video on the Super Bowl; featuring Ok Go. MTV featured Sonic as the artist of the week.Street art combined robotics and art, with Sonic painting side-by-side with artist Jeff Soto.

Results from the OK Go Sonic video were overwhelmingly positive. Once going live on Super Bowl Sunday, it took one day for the video to become the #1 on YouTube, beating Madonna’s half-time show. The video was featured on a vast number of blogs, a televised CNN story, and numerous magazines. One Forbes article proclaimed Chevy the big winner of the Super Bowl, stating that more viewers showed interest in turning their views into Chevy purchases. An Ad Age headline asked, "Is OK Go's Chevy-Sponsored Music Video One of the Best Product Placements Ever?"Perhaps nothing speaks louder with our target audience than the current OK Go Sonic video view count on YouTube, which is just shy of 20m views. The video has nearly 200,000 ‘likes’, and hundreds of positive comments.Online searches for ‘sonic’ increased 680% once the video was live. And a GfK perceptions study of the Sonic work shows that the OK Go video contributed to the fact that our target, Millennials, are significantly more likely to be familiar with the Sonic brand and rate Sonic significantly higher on a host of awesome attributes including "Makes me feel successful, Youthful and, fun to drive".