Max & Al's Heavy Duty
- Brand
- Chevrolet
- Year
- 2011
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- STRUCK
- With
- Campbell-Ewald
Objective
Chevrolet aimed to position the Silverado HD against Ford's PowerStroke diesel engine by showcasing the reliability and capabilities of the Duramax Diesel engine and Allison transmission. The campaign personified these mechanical components through entertainment, targeting heavy-duty truck drivers and creating preference for Chevy's powertrain technology.
Solution
The campaign featured two mobile applications: 'Truck Smack' enabled competitive banter between Chevy owners and Ford/RAM owners, while 'Heavy Duty' was a playable game where users controlled Max & Al characters. A microsite hosted episodic content, e-card sending functionality for competitive messaging, and Facebook game integration. The interactive experience combined branded entertainment with social engagement mechanics to demonstrate truck capabilities through gameplay.
Results
The campaign generated significant online buzz and strong earned media impressions. It achieved 2011 FWA Mobile of the Day recognition, 2011 Web Marketing Association Outstanding Website Award, and received three finalist nominations at the D Show (Detroit) Awards. However, specific engagement metrics, download numbers, time-in-game, or sales impact figures were not published.
