Automaker launches nationwide geo-social campaign.
Chevrolet is giving away one car in 27 different cities via a Scvngr-based campaign dubbed the "Chevy Sonic Adventure." In a contest running through Nov. 20, participants will follow clues from their Scvngr app or cell phones via text message to complete a series of location-based challenges. The more challenges they meet around their city, the better chance the consumers have to win a free car.
Troy, MI-based Agency 720 developed the campaign, which also involves a microsite for each of the 27 markets. The effort is designed to drive brand awareness for the 2012 Chevy Sonic Sedan 2LT car in markets from Providence, RI to Omaha, NE to Portland, OR.
Chevrolet, which has shown significant interest in social media marketing over the past year, also ran a Scvngr campaign last spring to promote the Chevy Cruze model. The campaign was evidently successful enough that Chevy decided to work with the Boston-based geo-social company again.
For Scvngr, it marks the third big-name campaign it has revealed in recent weeks. In early October, it launched an effort in the New England region for Dunkin Donuts. And during late September, the geo-social company announced its largest campaign ever while partnering with Coke and GameStop.
Scvngr Deals App Expands to NYC, San Francisco
Additionally last week, Scvngr expanded its LevelUp deals initiative to include the New York City and San Francisco markets. The geo-social company, led by 22-year-old CEO Seth Priebatsch, says that 100,000 consumers in the launch cities of Boston and Philadelphia are using the LevelUp app, which is separate from the regular Scvngr app.
LevelUp users can input a credit card and then gain deals by making payments with the app. Consistent with the gamification spirit of Scvngr, the more purchases a user makes the better the rewards.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
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