The game layer is everywhere today. And now we can thank Chevy and its agency Goodby, Silverstein & Partners for bringing the game layer to this year’s Super Bowl.
Yet, simply providing people with another game to play during the Big Game is not reason enough for Joel Ewanick, global chief marketing officer at G.M. The goal of the app is to help viewers “find our commercials earlier” and garner them attention both during and after the game, he said. When you run multiple $3 million spots during one program, I guess it’s kind of hard not to have a TV-centric point of view.
Chevrolet is also teaming up with Twitter and the N.F.L. for a promotion called Road to the #SuperBowl.