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Chevrolet entices Super Bowl fans with prizes via mobile app

Chevrolet is rewarding consumers who watch the Super Bowl XLVI via mobile with real-time prizes and trivia questions.

Chevy has rolled out an application for iPhone and Android devices that lets sports fans answer polls and trivia questions for a chance at winning a prize, including 20 Chevy cars. Chevy’s agency for this initiative is Goodby Silverstein & Partners.

“The Super Bowl is huge for lots of brands, and we want the opportunity to entertain people because half of Americans are not interested in the game – they are more interested in the commercials,” said Cameron Luby, group communication strategy director at Chevrolet, Detroit, MI.

“The app is meant to complement the Super Bowl experience by enhancing the broadcast while winning a Chevy,” he said.

In the game
In order to play the Chevy Game Time app, users must register and can link either a Facebook or Twitter account to the game.

After users register, they are automatically entered to win a Chevy Camaro convertible.

Each user is also given a unique seven-digit code that can be used to win additional prizes. During the Super Bowl broadcast, two Chevy commercials will display the codes and if the number matches the consumer’s code, they win a prize.

The app also includes deals and promotions from Chevy’s partners, including Papa John’s Pizza, Sirius XM Radio, Motorola and Bridgestone.

For example, after users sign up to play, they can redeem a coupon for 25 percent off an order from Papa John’s Pizza that is sent to their email.

Users can also learn more about Chevy’s line of cars with videos and articles.

Football fans who answer Super Bowl-themed questions and polls are automatically entered to win prizes.

Here are examples of questions that users can answer

The campaign is running through Feb. 6.

Chevy is spreading the word about the app and campaign via mobile advertising and on the company’s Web site.

The car manufacturer is running mobile ads inside Pandora’s iPhone app that encourage users to download the app.

Users can download the app via the mobile ads

Mobile win
Chevy’s branded mobile app is a good example of how a brand can integrate mobile into a multichannel campaign.

In addition to TV broadcast, the app also has a strong emphasis on social media, which is anticipated to play a large role in the Super Bowl.

By giving away prizes that encourage users to play along with the app during the game, Chevy is able to give sports fans a tangible mobile incentive.

The campaign targets sports fans who enjoy cars, which stereotypically are men, making mobile a natural way to reach them, according to research from InsightExpress.

Joy Liuzzo, Washington-based vice president of InsightExpress recently said that mobile usage among men aged 18 – 29 was on the rise in 2011 and is expected to continue into 2012 (see story).

Chevy’s campaign is proof that mobile will play a crucial role for advertising during the Super Bowl as more consumers interact with their mobile devices while watching TV.

“It is all about complementing a broadcast through a second screen such as mobile,” Mr. Luby said.

“We know people are together at Super Bowl parties, so a mobile app is a natural extension of what they are already doing,” he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York