Chevy has announced the nature of its Super Bowl advertising this year, and it has revealed that its television commercials will be complemented by a mobile campaign once more.
However, it has also stated that it will be broadening its mobile efforts by including an app that will provide users with the ability to use Twitter to interact with each other, play games, and to win prizes.
Last year, the automobile manufacturer created mobile advertising using the social targeting service by OneRiot. This service functions by targeting segments of the audience over their mobile devices, such as sports fans, mothers, or tech influencers. The targeting is based on interest profiles provided by the mobile users, as well as their social influence, demographics, and conversations held in real time.
Chevrolet is using their Super Bowl advertising to target the particular segment of the television viewers that are also using their mobile devices during the games. This makes it a primarily American male sports fan and car enthusiast population that uses the time to discuss football over their Twitter apps during that game. When the app is checked, an ad for Chevrolet is displayed.
A study from InsightExpress showed that Men between the ages of 18 and 29 are heavy mobile device users and that there is no indication that this trend will slow down any time soon. Moreover, this group is also the most active demographic on their mobile devices. Within that market segment, 33 percent use their smartphones for over 6 different activities on a daily basis.
So far, what is known is that there will be either three or four commercials from Chevrolet throughout the game.
