Case Study: Chevrolet turns Super Bowl viewers into players with Detroit Labs' Chevy Game Time app

Chevrolet wins over 70% stronger brand connection with Detroit Labs

The customer, Chevrolet, a major Super Bowl advertiser, faced the challenge of turning passive television viewers into active participants during the Super Bowl broadcast. They partnered with the vendor Detroit Labs to create a real-time second-screen app that would boost interaction during commercials, deliver a reliable experience at massive scale, and seamlessly integrate social and prize mechanics.

Detroit Labs developed the Chevy Game Time app, which delivered live trivia, polls, and prize draws synced to the broadcast. The solution resulted in millions of interactive impressions and high-value user engagement throughout the game. Detroit Labs' work achieved significant brand lift, with over 70% of users reporting a stronger connection to Chevrolet, and the project won a Cannes Gold Lion award.

Chevrolet