VIDEO: Bringing fun and engagement to an Auto Show Floor: Chevrolet and Hot Wheels team-up with mobile gaming app SCVNGR for #CIAS12

It has been an exciting few months being part of the team at MacLaren Momentum Toronto that designs the Canadian International Auto Show (#CIAS12) display for Chevrolet on behalf of GM Canada. My small role in the very big process has been to create and leverage on official Chevrolet Canada social media channels originally produced content – photos and video – from the Auto Show floor.

In thinking about how attendees experience an Auto Show. We starting asking ourselves a while ago;

How can mobile devices enhance consumer engagement with Chevrolet vehicles at the Auto Show even further?

Chevrolet Canada has teamed up with mobile gaming startup SCVNGR to encourage Auto Show visitors in Toronto to engage more thoroughly with vehicles and displays on the Auto Show Floor – all while having fun and earning a reward or two along the way.

What is SCVNGR?

SCVNGR is a mobile game played on iPhone & Android enabled devices where players download the SCVNGR app – play “Chevrolet @ #CIAS12” where they’ll be prompted to do challenges; like take a photo of their favorite Chevrolet or answer a question (What NHL Legend is an ambassador for Chevrolet’s hockey helmet program?) Players earn points which will get them neat rewards like the Hot Wheels Auto Show Camaro collectible or other cool Chevy swag.

Auto Show attendees are already highly engaged with their mobiles and adding game-like play is the next level of using mobile technology to enhance engagement between show goer and Chevrolet.

Chevrolet Canada is the first automotive brand in Canada to bring a location aware, mobile game playing app to an auto show floor.

Chevrolet Canada will offer prizes to Auto Show attendees using SCVNGR’s iPhone or Android apps at Canada International Auto Show Feb 17-26, 2012. Chevrolet is in the South Building, Hall D of the Metro Toronto Convention Centre.