Route 66 grand prize winner to be shown during Super Bowl XLVI
DETROIT – Independent film makers from 32 countries are offering their interpretations of Chevrolet’s “Everyday Hero” for a chance to have their 30-second ad aired during the telecast of Super Bowl XLVI. Now, fans can cash in by sharing with their friends their favorite spot among the top 35 entries featured on ChevroletRoute66.MSN.com.
Chevrolet and MOFILM, a global creative community, received 197 entries from film makers across the globe. The best spot as determined by Chevrolet will be shown during the big game on Feb. 5, 2012.
“With Chevrolet Route 66, we wanted to tap into the talents of creative people from every corner of the Earth to discover our next Super Bowl ad,” said Joel Ewanick, GM vice president and global chief marketing officer.
“The submissions we received show that people from around the world share many of the same values and how Chevrolet plays a role in helping them along life’s road.”
Beginning today Dec. 22 and running through 6:59 p.m. EST on Jan. 25, 2012, eligible fans from Brazil, Canada, China, France, Germany, India, Mexico, the United Kingdom and United States can watch, rate and share their favorite Chevrolet Route 66 film. Those who share their personalized link to the videos most often and give the most creative answer to the question “if you could drive to any destination in your home country, where would you go?” could win up to $10,000.
To engage fans, Chevrolet turned to Microsoft Advertising to create a contest hub to house and share the videos that offers a personalized experience with the ability to localize and share the global films.
“Because Chevrolet is sold in many countries, ‘crowd-sourcing’ content globally is a great way to find creative advertising that resonates with consumers,” said Ewanick. “Using that same concept, we hope to have fans identify their favorite ads for us by voting with their ‘clicks’ and sharing with friends.”
The Microsoft hub will identify registrants with unique user codes that will allow them to accumulate points every time they share with another fan. The top fans as measured by sharing will be tracked by the contest site leader board. To be sure the contest is won by a real person and not a web “bot,” the contest site will ask viewers to “confirm” by entering a valid email address.
Fans can enter the contest and view complete program details by visiting the contest website. Winners will be announced the within two weeks following the conclusion of the contest. Founded in Detroit in 1911, Chevrolet celebrates its centennial as a global automotive brand with annual sales of about 4.25 million vehicles in more than 120 countries. Chevrolet provides consumers with fuel-efficient, safe and reliable vehicles that deliver high quality, expressive design, spirited performance and value.
The Chevrolet portfolio includes iconic performance cars such as Corvette and Camaro; dependable, long-lasting pickups and SUVs such as Silverado and Suburban; and award-winning passenger cars and crossovers such as Spark, Cruze, Malibu, Equinox and Traverse. Chevrolet also offers “gas-friendly to gas-free” solutions including Cruze Eco and Volt.
Cruze Eco offers 42 mpg highway while Volt offers 35 miles of electric, gasoline-free driving and an additional 344 miles of extended range. Most new Chevrolet models offer OnStar safety, security and convenience technologies including OnStar Hands-Free Calling, Automatic Crash Response and Stolen Vehicle Slowdown.
“Happy Grad,” submitted by Zachary Borst, is a humorous 30 second ad that takes on an age-old conundrum: ‘what to get the graduate?’ The ad was submitted to Chevrolet as part of its Route 66 ad contest, where the winning entry will be aired during the telecast of Super Bowl XLVI on February 5, 2012.
“Imagination,” 30 second spot filmed by Andrea Ball, captures how a dad fuels his son’s imagination for space with a little help from his Chevy. The ad was submitted to Chevrolet as part of its Route 66 ad contest, where the winning entry will be aired during the telecast of Super Bowl XLVI on February 5, 2012.
“Spy Thriller,” by Sean Cunningham, is a 30 second ad that pits Mom against Dad in a fun ‘who done it’ production. The ad was submitted to Chevrolet as part of its Route 66 ad contest, where the winning entry will be aired during the telecast of Super Bowl XLVI on February 5, 2012.
