Chevrolet Goes Skateboarding For Sonic
General Motors’ Chevrolet division may have found a better way than Facebook, not to mention next year's Super Bowl (at which General Motors will, reportedly, not be present), to pitch its Sonic compact to Millennials. It is official sponsor of Street League Skateboarding. The sponsorship includes custom awards and live content branded by Chevrolet. A Chevy Sonic will be awarded to both the 2012 Street League Champion and a Street League fan. Through an online contest, consumers can enter-to-win the same vehicle as the one given to the 2012 Champion.
Street League Skateboarding, which launched in 2010, is an international pro skateboarding circuit comprising 24 pros competing for the largest prize purse in history on one-of-a-kind concrete skate plazas inside world-class arenas.
Chevrolet is also title sponsor of the "Chevrolet Overdrive," a 20-minute format-free jam session featuring the Street League Pros immediately following the finals of each event. It is streamed live on Street League's -- you guessed it -- Facebook page. The best overall skater from each Chevrolet Overdrive session gets $10,000.
The Street League skateboarding competitions and activities will be carried by ESPN2, ESPN3, and Street League's Facebook Page. The organization said it will also be distributing content to nearly 200 countries via ESPN’s network.
The Chevrolet Overdrive component of the sponsorship follows the broadcasts of the events, per Chevrolet, which says that content will be online at www.streetleague.com. Chevrolet says that for the duration of the sponsorship it will have a presence on the web site, with additional content produced by Street League featuring an assortment of skateboarding stars.
The sponsorship is partly the result of Chevrolet having used Street League founder and President Rob Dyrdek in a launch video for the Sonic car. The launch campaign, "Let's Do This," focused almost entirely on web-video friendly extreme-sports type activities wherein the Sonic did things like sky dive and bungee jump. One of the stunts was having the car do a "kick flip" maneuver from one ramp to another. At the wheel was Dyrdek. The campaign culminated in a Super Bowl commercial that mosaic of all the creative from the launch campaign. The automaker says that Dyrdek's stunt was also featured in episode one of the fifth season of his "Fantasy Factory" on MTV.
"With Rob, we've found an advocate for the Chevy Brand, especially after he's taken Sonic on some of his most memorable adventures," said Kevin Mayer, director, Chevrolet Advertising, in a statement. "He's a passionate guy who pushes his bounds and we love the natural fit [with] the Street League."
Recent Marketing Daily Articles
-
Evian Launches Wimbledon 'Wiggle' Social Effort June 18, 5:20 p.m.
Evian -- no slouch at driving buzz during the Wimbledon tournament -- has come up with ... -
GMA/PwC Report: CPGs' Growth Slows Amid 'Rules' Shift June 18, 3:56 p.m.
Net sales growth rates for consumer packaged goods (CPG) companies slowed last year amid challenges including ... -
Industry Is Expanding In Advertising, Social June 18, 12:29 p.m.
Retailers are planning to spend big on more stores, digital technology and marketing initiatives in the ... -
Chevrolet's Fleck Talks Northeast Strategy June 18, 9:23 a.m.
Bill Fleck, Chevy's Northeast regional marketing manager, has a lot of work to keep him up ... -
Affluence Not Just For Affluent June 18, 8:58 a.m.
For affluent consumers, traditional media is still the way to go, per the latest monthly study ... -
Marriott Modifies Marketing Message June 17, 3:47 p.m.
Holiday Inn Express may advise people to “Stay Smart,” but Marriott Hotels wants to be more ... -
DeMoulin: Booming Licensing Show = Booming Business June 17, 9:05 a.m.
The Licensing Expo starting on Tuesday is the largest such event in the world, bringing 16,000 ... -
Kia Back To Rock At Vans June 17, 8:48 a.m.
Kia has a couple of cars it's pitching to younger people. What better place to do ... -
United Donates Miles To Make-A-Wish June 16, 11:17 p.m.
United Airlines is donating one million MileagePlus miles to Make-A-Wish. The donation, which is being made ... -
Barbasol Writes The Book On Manliness June 16, 5:22 p.m.
Barbasol is offering a decidedly old-school twist on masculinity, launching its new Field Guide to Manhood on ...
Be the first to comment on "Chevrolet Goes Skateboarding For Sonic"
Leave a Comment