Chevrolet: Beat It
Chevrolet wanted to launch the new Beat 2018 in a way that would be impossible to ignore.
Instead of relying on traditional advertising, we turned the audience into the protagonist. Thousands of people created custom beats on a digital platform to unlock the vehicle reveal and compete for a chance to win the car during a live game show streamed on Facebook Live.
The campaign combined participation, entertainment, and social sharing, transforming a product launch into a collective experience.
Make a car launch feel like entertainment, not advertising.
Launch the Chevrolet Beat 2018 in a way people couldn't ignore.
Across Costa Rica, Honduras, and Nicaragua, the challenge was to stand out in a category crowded with conventional product launches. Chevrolet needed to generate real conversation, drive mass participation, and connect with younger audiences by turning a traditional vehicle reveal into an interactive experience that lived both online and in real time.
A launch that became a regional phenomenon.
The campaign far exceeded expectations. What began with a goal of 3,000 beats across three countries quickly grew into a regional phenomenon.
Costa Rica generated 10,671 beats, while Honduras and Nicaragua contributed 1,302 and 1,767 respectively. More than 13,740 people participated in the experience, generating over 935,000 views.
The campaign culminated in Chevrolet LATAM’s first live game show on Facebook, turning the launch of the Beat 2018 into a highly participatory and culturally relevant event.
Chevrolet didn't just launch a car — it turned a reveal into an experience people wanted to play, share and win.
Premios & Reconocimientos de este proyecto
Effie Costa Rica
Gold
