Chevy Silverado Tour

Chevy Silverado Tour


In 2014 Chevrolet wanted to engage truck buyers across the country and introduce them to the new Chevy Silverado. To reach this hands-on audience, we needed to find ways to tell the product stories under the skin.

Leveraging historical data and trends, we analyzed hundreds of events that traditionally attracts our target audience, from fairs and festivals to conferences and competitions. We then targeted the ones that offered the best opportunity to reach in-market prospects—and we took the Silverado experience right to them.

We set Silverado at the heart of truck country’s biggest events and partnerships, including CMA Music Fest in Nashville, 12 of the most popular NASCAR races and more than 150 fishing events. At each stop we demonstrated that Silverado is the best truck on the planet through a variety of high-touch experiences and deep product engagements, highlighting the vehicle’s leading features and technologies.

The Silverado launch was the biggest launch in Chevy’s history and is over objective on all metrics to-date including:

119%display visits
13%consideration increase
154%sales objective