Case Study: Chevrolet achieves viral social engagement with iProspect

A social, heartfelt Super Bowl campaign in partnership with the American Cancer Society

Chevrolet partnered with iProspect to create a Super Bowl campaign with the American Cancer Society that would connect with people on a personal level and drive social media engagement. The challenge was to combine an emotional story about cancer awareness with the Chevy driving experience, while encouraging viewers to actively մասնակցate online.

iProspect delivered an integrated “Purple Your Profile” campaign featuring a 60-second Super Bowl ad, a custom landing page, a social app, and paid search and social support. The effort generated 1.3 million purple Facebook profile changes, 700,000 purple Twitter profiles, a 467% increase in new Facebook likes, and 1.5 billion paid media impressions, turning viewers into active participants.

Chevrolet

Paul Edwards

VP, Chevy Marketing