Chevrolet and our team created a custom battle on the playground between Super Street, Import Tuner and Modified to see who can build the best Sonic, while inspiring the fans to follow along and participate via digital channels all having been unveiled at the 2013 SEMA show.
A series of six videos chronicle the design, build and enthusiasm around each build. The stories and narrative are extended across several platforms, including social where each of our brands activate their fan base to register and vote for their favorite build.
During the SEMA show, Motor Trend filmed an episode of Wide Open Throttle hosting a round table discussion with editors regarding the three custom Sonic builds and how each invoke the themes of Performance, Technology and Personalization. The episodes ran on the Motor Trend YouTube channel and its 2.2 Million subscribers.
Our team also created a sweepstakes for readers to vote on their favorite build, a chance to attend the 2013 SEMA Show for the unveiling of the winner, and even have a chance to win their favorite car built by their favorite magazine.