Further building into the campaign that Chevy created for the 2012 Sonic comes three additional portions. Starting with…
The World’s Largest Claw Game
Executing pieces of the campaign in Arizona and Long Beach, the Sonic’s next part took place at The Roosevelt Hotel in Hollywood. Coined as “The World’s Largest Claw Game”, 
the game was exactly what the title conveys. Conceived in 2010, the game was inspired by the old school games that you find in grocery stores and arcade joints. As the world’s largest interactive 3D projection, participants had the chance play the game by pressing the gas pedal control and a joystick in the shape of the gear shift. Players could win any prize they grabbed including anything from an HD camera to an actual Sonic. The beauty of the game is that “when someone grabs the car and wins it in the digital world….it goes through this prize shoot and comes out the bottom of the building [is] a real live Chevy Sonic.” This game is amazing because it takes the Sonic directly to its potential consumers, gives people the chance to interact with the product, and lets them win exciting prizes!
Chevy Sonic: The World’s Largest Claw Game
OK GO Music Video
With work on the virtual and interactive side on deck, the Sonic’s next maneuver was to create a musical initiative. Working with the Grammy award winning Chicago band OK Go for their song “Needing/Getting” the boys went to make a music video where they sang the music while the Sonic played the instruments. Driving on top of keys, banging on the piano, and strumming guitars the Sonic appears to be a musical genius. The best part of this is that you can download the song for free. Thanks Chevy, you exactly what I want!
“OK Go – Needing/Getting – Official Video”
Super Bowl Commercial
The final piece to the campaign is the 2012 Super Bowl XLVI commercial that pieced together the prominent components of the Let’s Do This campaign. In the 1 minute spot, Chevy gives you the best parts to its campaign on top of the track “We Are Young” by Fun. ft. Janelle Monae. I actually only found out about this song thanks to Chevy (thank you by the way) and I absolutely love it! It’s a perfect anthem to narrate the stunts and an even better addition to my iTunes library.
Chevy Sonic “Stunt Anthem”
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Chevy Sonic images: Let’s Do This website
Chevy Sonic videos: Chevrolet YouTube channel
OK Go “Needing/Getting” music video: OK Go YouTube Channel
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