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Chevy Launches Expansive Marketing Blitz for Silverado

Brand hitting new and old media to hype latest truck.

by on Jan.09, 2019

Chevrolet's new promotional blitz for the new Silverado includes a new TV ad titled "A Little Bit Country, A Little Bit Rock 'n Roll."

Chevrolet has launched a broad new marketing campaign to bolster the sales of the all-new 2019 Silverado that includes an alliance with Amazon, the top retailer in the U.S.

The marketing campaign began with a traditional television advertising blitz during the College Football Playoff National Championship this week with the debut of the new 60-second TV commercial “A Little Bit Country, A Little Bit Rock n’ Roll” and carried over onto late-night television.

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The campaign comes as the Silverado is feeling some intense pressure from its main rivals Ram and Ford. Ram sales are steadily closing the gap with Silverado. Ram sold 500,000 units in 2017, but sales increased 7% to 536,980 while Chevrolet’s sale were essentially 585,561 in part because GM was re-fitting its plants to bring on the new version of the Silverado. 

Ford, aided by strong fleet sales, reported sales of its ubiquitous F-150 increased 1.4% to 909,330 units.

(Chevy rolls out new Silverado HD. Click Here for the story.)

Chevy’s marketing campaign isn’t relying only on television, General Motors officials said. It is an integrated marketing effort and the campaign’s elements will reach a wide array of consumers through traditional and digital media, unique integrations and creative content that features real truck owners.

As part of the national advertising launch of the all-new Silverado, Chevy partnered with several magazines to sponsor the custom front cover designs.

“In today’s hyper-connected, always-on society, we knew the all-new Silverado launch campaign needed to be bold, engaging and comprehensive to break through the clutter while staying true to the brand’s values and overall advertising approach,” said Paul Edwards, U.S. vice president of Chevrolet Marketing.

“Leveraging all the available channels — traditional and new — along with unique partnerships and integrations allows us to reach both traditional truck buyers and potential new customers who may be drawn to the versatility and lifestyle that comes with owning a pickup truck,” he said.

The comprehensive launch includes three all-new TV, digital and cinema films that aired during the championship. The brand also sponsored a round of HQ Trivia, the wildly popular on-line trivia game, giving away a truck in last night’s game.

(Click Here for TDB’s first driving impressions of the 2019 Chevy Silverado RST crew cab.)

In a first for the automotive industry, the Silverado will be featured breaking through the traditional brown packaging on 7.1 million Amazon boxes, Edwards said. Chevy owners can have their packages delivered to their vehicle through the Amazon Key In-Car Delivery partnership that GM launched last year.

In addition, Chevy partnered with several magazines to sponsor custom front cover designs. Magazine covers include Bon Appétit, ESPN, GQ, Motor Trend, Rolling Stone, Southern Living, Sports Illustrated, Texas Monthly and US Weekly.

Chevy sponsored the 9 p.m. EST game of HQ Trivia on Jan. 8, another first for the automotive industry, offering a chance to win an all-new Silverado.

Chevrolet will showcase the versatility of the Silverado bed with a unique infield activation at the Daytona 500 called Hotel Silverado. Chevrolet partnered with the American Cancer Society to reward a deserving family with the once-in-a-lifetime experience of “camping” in the Daytona International Speedway infield — sleeping in specially outfitted Silverado truck beds.

Also, for the first time ever, the Daytona 500 will be paced by a pickup truck. Dale Earnhardt Jr. will lead the crowd to the green flag in an all-new Silverado.

(To see more about the new Chevy Silverado turbo-four nabbing the top fuel economy rating, Click Here.)

As part of the launch week, the Chevy Silverado will have a placement on the Amazon, Bleacher Report, USA Today, CNN and YouTube homepages. In addition, Chevrolet created dedicated, in-language, Hispanic-market versions of the campaign to help ensure Silverado maintains its position as the top-selling pick-up among Hispanic buyers.

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