New/Emerging/Experimental Media Category: Detroit Labs, Goodby, Silverstein, and Partners, Chevy Chevy Game Time

ChevyMore than half of Super Bowl party-goers show up for something other than the game (pizza, friends and ads, in that order). The Chevy Game Time app —a live second screen experience— provided a reason for people to play with their phones for the entire game. Every app user received a unique license plate, and if they spotted their plate in Chevy’s ads, they would win that car. Over 700,000 people downloaded the app, with over 130,000 people playing at the same time.

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