How Chevrolet Partnered with Disney to Launch the 2022 Bolt EUV

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Cross-Channel
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April 1, 2021
Automotive

Key Takeaways

Brand Partnerships — Chevrolet & Disney: Chevrolet teamed up with Disney to reveal the all-new 2022 Bolt EUV. The goal of this collaboration was to fuse the magic of Disney with the excitement of driving the Bolt EUV. This brand partnership offered 3 main benefits:

  • Use of Widely recognizable DIsney characters: To bring the story to life, Chevrolet featured Tinker Bell, Dumbo, and a Star Wars X-Wing FIghter in their advertisements.
  • The Magic of Disney: Chevrolet used the word “magic” to describe various features of the Bolt EUV and featured the Walt Disney World theme park in their advertisements.
  • Disney-Owned Properties: The majority of Bolt EUV ads were broadcasted on Disney-owned properties such as ESPN, SportsCenter, and ABC’s American Idol.

Content & Messaging — Hands-Free Driving: Chevrolet’s “Super Cruise” driver assistance feature is a core focus of their advertising campaign. Within the first six seconds of the Star Wars YouTube ad, the actor presses the driver assistance button and takes her hands off the wheel to demonstrate the hands-free driving capabilities of the Bolt EUV. This feature was also heavily advertised as part of Chevrolet’s display campaign.

Display Tactic — Sports, Local News, & Auto Websites: The top display site for the Bolt EUV campaign was espn.com (Disney-owned property), followed by nytimes.com and kgw.com which is a local news website for Portland, Oregon. Chevrolet is also targeting online marketplaces for cars such as cars.com, cargurus.com, and caranddriver.com for their display advertising. 

Influencer Tactic — TikTok Influencers: Chevrolet partnered up with Nick Cho, otherwise known as “Your Korean Dad” on TikTok. Nick currently has 2.6M followers on the platform and his video with Chevrolet generated 365K views. Nick was also featured in Chevrolet’s official Bolt EUV reveal video which was launched on YouTube and filmed at Walt Disney World. 

Facebook Groups — Generating Customer Feedback: To get a deeper understanding of consumers’ pain points, Chevrolet created a Facebook group where owners of the EUV and EV can share their thoughts, questions and discoveries. In this Facebook group, members ask questions about various car features, maintenance issues, and share photos of their vehicles. Facebook groups are a great way for brands to maintain close relationships with their consumers and continuously improve their products.

On February 14th, 2021, Chevrolet launched the all-new 2022 Bolt EUV. EUV stands for Electric Utility Vehicle and is an SUV-sized version of the original Chevy Bolt.

Chevrolet teamed up with Disney to reveal the all-new 2022 Bolt EUV. The goal of this collaboration was to fuse the magic of Disney with the excitement of driving the Bolt EUV. 

The brand collaboration between Chevrolet and Disney offered 3 main benefits:

  1. Disney Characters- To bring the story to life, Chevrolet featured widely recognizable Disney characters in their advertisements such as Tinker Bell, Dumbo, and a Star Wars X-Wing Fighter.
  2. The Magic of Disney- Chevrolet used the word “magic” to describe the various features of the Bolt EUV and featured the Walt Disney World theme park in their advertisements to further demonstrate the creative energy between these two brands.
  3. Disney-Owned Properties- The majority of the Bolt EUV ads were broadcasted on Disney-owned properties such as SportsCenter, ESPN, and ABC’s American Idol.

Site traffic to the Chevrolet Bolt landing pages* increased by +154% since the launch of the 2022 Bolt EUV on February 14th, 2021.

Analysis includes two Chevrolet landing pages - the Chevrolet Bolt EUV page and the Bolt EV page

For the launch of the 2022 Bolt EUV, Chevrolet increased monthly ad spend from $70K to $2M in February 2021. 55% of the total ad spend was allocated towards the display channel.

Display Advertising

A display video ad featuring the X-Wing Starfighter from Disney’s Star Wars franchise received the highest amount of ad spend at $491K.

Top display ads feature both the 2022 Bolt EUV and 2021 Bolt EV models and include an “Explore Electric” CTA.  

How Chevrolet Partnered with Disney – Powered by Ingenuity Ad in New York Times

Dynamic display ads highlight the “Super Cruise” driver assistance feature which allows drivers to experience hands-free driving.

How Chevrolet Partnered with Disney – Chevrolet's Ad in the New York Time – The ad text says And watch the magic happen

The top display site for the Bolt EUV campaign was espn.com (Disney-owned property), followed by nytimes.com and kgw.com which is a local news website for Portland, Oregon.


YouTube Advertising

The top YouTube ad that received the highest ad spend ($227K) featured the three Hitchhiking Ghosts from the Haunted Mansion ride at Disney World.

Chevrolet released a 6-second and 15-second version of the Star Wars YouTube ad. The 6-second advertisement received a higher budget of $118K. 

Creative A | Creative B

The 15-second YouTube ad starts off with a woman racing an X-Wing Starfighter from Star Wars with her EUV Chevy Bolt. In the middle of the 15-second YouTube ad, the driver presses the “Driver Assistance” button and takes her hands off the wheel to demonstrate the Super Cruise hands-free driving capabilities. The YouTube ad ends with a shot of both the Chevrolet Bolt EV and Bolt EUV models.   

Spend: $92K | Impressions: 5.1M | CPM: $18.06

Instagram Advertising

The top Instagram ads with the highest ad spend demonstrated how the Bolt EUV is charged using the dual-level charge cord and highlighted the 11 KW level 2 charging capabilities of the Bolt EUV. 

Click to view ad#1Click to view ad#2

Chevrolet partnered up with TikTok influencers, such as Nick Cho (@yourkoreandad) to introduce the new 2022 Bolt EUV. Nick’s video generated 365K views and 80K likes in total. Nick Cho was also featured in Chevrolet’s official Bolt EUV reveal YouTube video.

@yourkoreandad

My #YourKoreanDad and @chevrolet collab is OUT, and it's MAGIC! Link in my profile. #sponsored #BoltEUV #BoltEV

♬ original sound - Nick Cho

Chevrolet created a Facebook group where owners of the EUV and EV can talk share their thoughts, questions and discoveries.

In this Facebook group, members ask questions about various car features, maintenance issues, and share photos of their vehicle. 

Four days before the official launch of the 2022 Bolt EUV, Chevrolet sent out a countdown email where readers could add the launch event to their calendar.

Send Date: February 9, 2021
Send Volume: 53K | Read Rate: 55%
Subject Line: “The Chevrolet Bolt EUV magic is almost here”

On February 14th, 2021 Chevrolet launched an email campaign officially revealing the 2022 Bolt EUV. This email included a “Reserve Now” CTA, where readers could reserve their new vehicle.

Send Date: February 14, 2021
Send Volume:121K | Read Rate: 50%
Subject Line: “Just revealed: The New Chevrolet Bolt EUV and redesigned Bolt EV”


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