Building a layer of social media chatter around the biggest Chevrolet vehicle launch ever in Canada


October is one of the biggest ever for Chevrolet Canada with the launch of three ground breaking new vehicles – the 2012 Chevrolet Volt, Sonic, and Orlando. The award-winning team at MacLaren McCann Toronto has been hard at work for months creating, planning, and now executing one of the largest mass marketing efforts in GM Canada’s history.

To support this large traditional media buy across out-of-home, digital and broadcast – Chevrolet took over Yonge-Dundas Square in Toronto on October 4th for #ChevroletALLday – an all-day event of vehicle showcases, graffiti art, test drives, contest giveaway of a brand new Sonic, and capping the whole day off with a free concert from Fitz And The Tantrums.

To put an innovative spin on things – Chevrolet became one of the first brands in Canada to broadcast the whole days events at Yonge-Dundas Square Live to Youtube Canada’s homepage and Facebook.

I’m part of a small team that is taking a closer look at Live experiential events for ways to leverage social media tools to reach even more people and create more engaging experiences between consumer and brand.


The success of the Live online broadcast feed had a lot do with the production value. There wasn’t just a single camera mounted high in the sky streaming the same boring shot. Multiple cameras roaming on the ground – and one on a crane – were used to produce the feed.

In looking for ways to ramp up social chatter around the October 4th Yonge-Dundas Square event. Popular Toronto bloggers and media were pitched and invited.


It doesn’t always look pretty in the tent but this crew got the job down beautifully editing their way through a continued 5 camera feed for twelve hours.


Fitz And The Tantrums capped off the evening with a great concert. Earlier in the day, they sat down for an interview that went Live to YouTube.


#ChevroletALLday was hosted by TSN personality Cabbie Richards. Here Cabby is getting Live testimonials about test driving the Chevy Volt from Casie and Keri.


Chevrolet Canada took over the YouTube Canada homepage from 10am to 10pm broadcasting Live the days events.


It was especially cool (and fitting!) to see noted on-line blogger Casie Stewart not just win a new Chevrolet Sonic – but have that whole experience unfold, in tweets and more all Live on YouTube in real-time.

Speak Your Mind

*