• by Tanya Gazdik , February 29, 2016

Chevrolet has created a multimedia effort focused on the things that can be done with the extra 24 hours in this leap year.

The General Motors division calls the effort launched today Leap Day, #DayItForward and asks: “What would you do, to do something nice for someone who doesn’t expect it?”

Celebrities, communities and dealers are answering by performing acts of unanticipated kindness. They are captured in videos that live on the brand’s YouTube channel and on a dedicated Web site.

One video seems to capture the spirit of the effort in an especially poignant way. Major league pitcher and thyroid cancer survivor Daniel Norris of the Detroit Tigers spent a day at the ballpark hosting a young fan battling the same disease. Before the day ended, Norris surprised the boy and his family with a trip to Florida to watch the team during spring training. 

#DayItForward, created by agency Commonwealth/McCann, is an extension of Chevrolet’s brand promise “and is more than a campaign, it’s a commitment,” says Chevrolet Vice President of Marketing Paul Edwards.

“In everything we do, Chevrolet is a brand filled with optimism -- it’s embodied in our brand promise to 'Find New Roads,'” Edwards tells Marketing Daily. “It’s reflective of our brand values and the audience we seek to reach at Chevrolet.”

In another video, actor Kevin Spacey surprises performing arts student Diontae Simpson with a grant that will support the young man to pursue his dreams. In addition, a partnership with the Kevin Spacey Foundation will ensure that he is supported with mentoring and assistance as he applies to drama schools and continues to hone his craft. Actress Sofia Vergara also is featured in a video.

Chevrolet also worked with communities to highlight people who go beyond their call of duty, such as 9-year old “Super Ewan,” who spends his free time helping the less fortunate in Detroit, delivering meals to those in need.

As #DayItForward grew, the Chevrolet Dealer Network became involved. Acts of kindness included recognizing a long-tenured employee’s dedication to his dealership and helping to furnish a local high school’s music department with new instruments.

To help promote all of these activities, Chevrolet engaged Twitter and worked with the social networking service to create a custom emoji that enables users all over the world to share how they #DayItForward.

Consumers are reminded that they have 10 months left in this leap year to #DayItForward and are invited to go to chevydayitforward.com to see stories of good deeds, then tag @Chevrolet to let the brand know of their efforts. Images are aggregated to chevydayitforward.com through hashtagged #DayItForward image content via Instagram, Facebook  and Twitter.

The brand has purchased ads on Web sites including Cosmopolitan, ESPN and ABC directing consumers to chevydayitforward.com.