Chevrolet wanted to introduce the new Chevy Malibu to moms in the Dallas-Fort Worth market, using social media, print and web
D executed Chevy’s innovative program, which included print, web banner ads, video display, and blogging. After a citywide call for entries, Chevy chose X women to test-drive the new Malibu and take their families and friends on lively outings. D facilitated the local outings for the test-drivers, and the young mothers blogged about them, and created videos which were disseminated through social media and on D’s website. With incentives, more than 1,000 women came into local dealerships to test drive the Malibu, and as a result at least 5 vehicles were purchased.