The pickup truck is the lifeblood of the automotive industry. It’s the product companies depend on for profitability. With the All-New Chevy Silverado launch underway, our traditional truck buyers were engaged, but since this is a truck for everyone, we needed to speak to a larger demographic.
Partnering with LEGO and Warner Brothers, we reached a new audience in a way that could only work on social media. But knowing social media, means making sure that every piece of content was specifically tailored not only for the intended audience, but for the intended platform. So, with a series of original videos, we tapped into social media culture and engaged our intended audiences.
To kick things off, Chevy and LEGO built a full-size Silverado using actual LEGO bricks. We created a time-lapse video of the build and posted it on Chevrolet, LEGO and The LEGO MOVIE 2 social channels, timed with its live debut at the North American International Auto Show.
But we were just getting started.
In alignment with the larger integrated campaign that spanned across traditional and digital channels, we utilized the main characters from the movie to act as spokespeople for our new truck. First, we made light of the common myth that no one has their sound on while using social media. Emmet, the lovable star of the movie happily extolled to Wyldstyle, the adventurous co-star, all the benefits of the All-New Silverado only for her to say that there was a high chance that no one is listening. Then, we created content around the fear of livestreaming, with separate endings for Twitter, Facebook and Instagram.
Finally, we turned viewers into Master Builders with a one-of-a-kind Instagram Story using stop motion to let the audience build their own LEGO Silverado. Each tap added a few bricks and once completed, everyone was encouraged to swipe up so they could build the real thing at Chevy.com.
The actual LEGO Silverado time-lapse earned 3.1 million social impressions across owned and partner channels without any paid support. Of the nearly 12 million paid Facebook views, 66% watched Emmet and Wyldstyle with their sound on. To put that accomplishment into perspective, that is 214% above Facebook’s average. And finally, our one-of-a-kind Instagram Story saw a 60% completion rate, despite having nearly 30 individual taps.
Proving that if you speak to a new audience on social media, in a language they understand, they will engage.