Automotive brand Chevrolet launched a promotion on Nov. 9 that lets consumers use their social media influence for a chance to win a three-day test drive of the 2012 Chevrolet Sonic sedan. Chevy partnered with social analytics company Klout on the initiative.
Carolin Probst-Iyer, manager of digital consumer engagement for Chevrolet at General Motors Co., said that Chevy developed the promotion to generate awareness and consideration among the sedan’s target market of Millennial-aged consumers.
The campaign is targeting Millennials in New York, San Francisco, Chicago, Atlanta and Dallas, said Probst-lyer. She said Chevy chose the target markets because they are “key markets from a sales perspective” and heavily populated with Millennials who are a “highly social” demographic.
“One of the key strategies within the social plan for Sonic is to talk to influencers who can take the message and spread it further within their social graphs,” said Probst-Iyer.
Consumers who register their social media accounts with Klout can enter the promotion via Klout Perks, which rewards Klout users based on their social media influence. Entrants are required to have an influencer score of at least 45 in categories such as music, technology or travel.
Probst-Iyer said that the brand will award a three-day test drive to roughly 150 consumers who will be encouraged to share their test-drive experience to their social media channels. As of Wednesday night, 89 consumers had registered for the program via Klout Perks, she said.