This Super Bowl Season Play With Your Phone, Win A Chevy

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.

According to The New York Times, Chevy Gametime is a mobile application that will spit out award 20 free cars, among other prizes.

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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.