Viewers Can Get Prizes for Using the App During the GameWatching the Super Bowl? Chevrolet's got an app for that.
General Motors' Chevrolet, which is expected to run several ads during NBC's Super Bowl broadcast on Feb. 5, is releasing an app for mobile phones and tablets that it hopes will give it entree to consumers' social-media activity during the gridiron classic.
The Chevy Game Time app -- available in the Android Market, Apple's App Store and at chevy.com/gametime by the start of the NFL's NFC Championship game this Sunday -- will pose trivia and poll questions on subjects including the game, teams and commercials. Consumers who answer trivia correctly or choose the most-common poll answer will be entered into drawings to win one of thousands of prizes from Chevrolet as well as Bridgestone, Motorola, the NFL and NFLShop.com, Papa John's Pizza and Sirius XM Radio. Everyone who downloads the app will also receive a unique "license plate" number. Consumers whose numbers match any plate in Chevy's Super Bowl spots will win a vehicle.
Chevy is trying to take advantage of consumers' demonstrated digital engagement during big events. "We know people tweeted massively during last year's Super Bowl using mobile devices," said Andrew Dinsdale, assistant director-Chevrolet digital and DRM, in an interview.
Chevy's Super Bowl app also reflects marketers' desire to get the most out of the average $3.5 million that advertisers are paying for Super Bowl ad packages. Advertisers in the game are increasingly trying to wring extra value from digital and social channels.