What You Can Learn From: Chevrolet

GM leveraged Chevrolet’s sponsorship of the Country Music Association Awards across a variety of media. In addition to sponsoring the awards TV broadcast, the automaker deployed the Chevy All Access Music mobile tour at large music and sporting events (including NASCAR races and the MLB All-Star Game) in the months leading up to the CMAs. The vehicle featured a performance stage and country music memorabilia display, all geared to building awareness of the brand’s association with the CMA.

When nominations for the awards were announced, the tour set up for three days in New York City’s Union Square for the Chevy Music Festival, with performances by acts such as Big & Rich and Gretchen Wilson. Street teams in the Big Apple hyped the concerts, and TV and online campaigns drove visitors to chevy.com for free video downloads. The tour stops and New York festival reached an estimated audience of 6.2 million, and the p.r. events surrounding the campaign received coverage in music industry publications such as Billboard magazine.