Chevy Game Time

Objective

Chevrolet partnered with Goodby, Silverstein & Partners to create an innovative second-screen experience during Super Bowl XLVI. The campaign aimed to transform passive viewers into active brand participants, driving engagement during the broadcast and Chevrolet's commercial moments while deepening consumer connection with the brand.

Solution

Chevy Game Time was a free iOS and Android mobile app engineered by Detroit Labs to synchronize with the Super Bowl broadcast in real time. Players answered live trivia questions tied to Chevy commercials and game moments, with answers triggering instant rewards. The app featured a unique custom license plate mechanic: users entered a custom plate ID, and if that exact plate appeared in a Chevy Super Bowl commercial, the player won the vehicle. Additional mechanics included sweepstakes entries for 20 Chevrolet vehicles plus thousands of other prizes, push notifications timed seconds before Chevy ads aired, live polling, Twitter feed integration, and in-app video. The backend was engineered to map the broadcast schedule to the second and auto-scale for millions of concurrent users.

Results

703,000+ app registrations generated 35+ million page views and 25 million trivia answers, with users spending 1.6 million cumulative hours in the app. Social impact included 130,000+ new Facebook fans and 9,000+ new Twitter followers. Brand sentiment improved significantly: over 70% of users reported a strengthened connection with Chevrolet. The campaign won the inaugural Cannes Gold Lion in the Mobile Lions category in 2012, recognized for best use of multiple screens.