Chevrolet: Beat It
Chevrolet wanted to launch the new Beat 2018 in a way that was impossible to ignore. Instead of traditional advertising, the strategy made the audience the protagonist: thousands of people created beats on a digital platform to unlock the car reveal and compete for a chance to win it on a live game show streamed on Facebook Live.
The campaign blended participation, entertainment and social sharing — turning a car launch into a collective experience.
Make a car launch feel like entertainment, not advertising.
The challenge was to introduce the new Chevrolet Beat 2018 across Costa Rica, Honduras and Nicaragua in a way that would stand out in a category saturated with conventional launches.
Chevrolet needed real conversation, mass participation and a connection with younger audiences — transforming a straightforward product reveal into an interactive experience that lived both online and live.
A launch that became a regional phenomenon.
The campaign blew past initial expectations. The goal was 3,000 beats across the three countries, but participation exploded: Costa Rica passed 10,671 beats, while Honduras and Nicaragua hit 1,302 and 1,767 respectively. More than 13,740 people joined the experience and the campaign generated over 935,000 views.
It culminated in Chevrolet's first live game show on Facebook LATAM, cementing the Beat 2018 as a deeply participatory and culturally relevant launch.
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
