Since it only comes along every four years, we saw February 29 as the perfect day to do something special for others. Enter Chevrolet and #DayItForward.

To kick off we teamed up with generous entertainers like Kevin Spacey (star of ‘Pay It Forward’, amongst other movies!), Eva Longoria (Modern Family), Jimmy Kimmel and more. But it was the more simple acts of kindness and generosity that made the real difference: from 9-year-old ‘Super Ewan’ serving food to the homeless, to acapella music producer Mike Tompkins creatively brightening the days of seniors by sharing the gift of music and creating with them a touching beat boxing music video.

We engaged consumers through social channels and picked deserving #DayItForward suggestions to fulfill in unexpected ways. We amplified content across media channels and featured it on our #DayItForward hub, encouraging others to do the same and share their stories, fueling the movement.

The #DayItForward campaign launched January 12th and, despite its single-day focus, continues today.

Phase 1: We started by posing a question via social channels and partners: “What would you do, to do something nice for someone who doesn’t expect it?”

Phase 2: We began to #DayItForward by fulfilling the most deserving suggestions with surprising and delightful activations. Then we selected and created large-scale acts of kindness, featuring major celebrities to inspire others. Finally to empower the movement, we contributed to small acts of kindness such as enabling folks to buy coffee for someone queuing behind them or securing tickets to a sold-out concert for a deserving daughter.

Phase 3: Beginning on Leap Day, February 29, we began to amplify the movement over a two-day period. All the stories and gestures of kindness Chevrolet gathered were showcased and amplified across social and featured on a dedicated web site.

#DayItForward set out to engage consumers with Chevrolet, and succeeded. At the end of Phase 3, we had generated:

• A combined total of 1.65B impressions (PR, organic social, paid social, display media, traditional media)

• 107.2MM video views

• 58K #DayItForward mentions and more than 872MM potential earned impressions, and a 99% favorable sentiment rating on social

• 139MM paid social impressions across both Facebook and Twitter – 7X more impressions compared to previous Chevrolet campaigns

• 219K video views of the senior citizens beat boxing video across various channels

• 18.1M Trend Tweet impressions, the most by an automotive trend. Ever.

• A 75% increase in traffic to Chevy online properties proved that we had positively influenced brand interest and purchase intent.