Campaign results in 37% Engagement Rate; 3x industry benchmarks
SEATTLE, WA – February 28, 2013 – Zumobi, a leading mobile media company, today announced results for the mobile initiative of the Chevrolet Technology Series campaign, an innovative content advertising experience that ran across Motor Trend’s print magazine, website, iOS and Android apps. The Zumobi Brand Integration (ZBi) campaign yielded an unprecedented 37% engagement rate, which means that more than one out of every three people interacted with the native mobile ad experience. With a level of engagement that exceeds conventional desktop display and mobile web campaigns, this ad creative not only showcases Zumobi’s unique capabilities in translating traditional advertising to the mobile platform but also highlights the power of big content on the small screen.
“We presented Zumobi with a challenge to preserve the creative elements of our print and online campaign to create a cohesive brand identity across mediums and yet build a unique experience that addresses the specific usability and content aspects for mobile,” said Carolin Probst-Iyer, Manager Digital Consumer Engagement at General Motor’s Chevrolet Division. “They far exceeded our expectations on mobile. The results of a 37% engagement rate are a testament to the success of this campaign, and the ZBi platform.”
Statistical highlights of the Chevrolet Technology Series ZBi mobile campaign include:
- 37% overall mobile engagement rate, meaning that more than one-third of people interacted with the Chevrolet ZBi campaign
- Click-Through Rates (CTR) as high as 11.2% for the ZBi expandable Paso Doble ad units
- 6.8% of users saved the integrated content experience to their home screen via the ZBi Footprint feature, creating a leave-behind app on their mobile device
- People spent as high as 6.4 minutes interacting with the Chevrolet ZBi ads
The Chevrolet Technology Series campaign yielded engagement stats three times the industry benchmark of 12.8% for mobile rich-media ads as reported by Mobile Marketer and more than thirteen times the average CTR of standard mobile banners.
"Innovation and creativity have always been at the heart of great advertising and the Chevrolet Technology Series is a perfect example of this, said Ken Willner, CEO of Zumobi. We are thrilled to have partnered with Chevrolet, Chevrolet’s advertising agency Commonwealth, and Motor Trend on this breakthrough campaign and that our Zumobi Brand Integration Platform brought it to an enthusiastic mobile audience.”
Chevrolet selected Zumobi in partnership with Source Interlink Media, Motor Trend’s parent company, and Commonwealth to translate the six-part print advertorial series to mobile. The campaign, which revealed new chapters of branded editorial content in a staggered fashion from July through October 2012, was highly targeted to an audience of car enthusiasts across Motor Trend’s properties. From the topic of design to the technology behind the Chevrolet Volt powertrain, the series presented readers exclusive insight into how the Chevrolet team pioneered engineering advancements across their portfolio of vehicles.
The immersive app-within-an-app experience begins with users being presented with a Chevrolet branded loading screen and rich media ZBi expandable Paso Doble banner and then directs attention to the exclusive editorial content with a dashboard-like landing site within the app. Featuring custom content modules for each of the six experiences, in-app navigation allowed people to check out all past content that had already been unlocked. The ZBi Footprint feature was key to the campaign, enabling people to save the ad tile to their home screen and revisit Chevrolet’s content at any time. Visit http://vimeo.com/60031147 to view the campaign in action.
Zumobi is a leading mobile media company that partners with top media brands to publish applications and provide integrated advertising experiences on next-generation smartphones and connected devices. Zumobi’s portfolio of applications comprise The Zumobi Network, a premium mobile app network that offers brand advertisers a high-quality, transparent and brand safe environment to showcase their brands and engage with their audiences. Through Zumobi’s Brand Integration (ZBi) rich media ad platform, the company enables leading advertisers to truly connect with consumers in a way that is highly immersive, yet organic to the app experience. To learn more, visit www.zumobi.com or follow Zumobi on Twitter @Zumobi.
Founded in 1911 in Detroit, Chevrolet is now one of the world’s largest car brands, doing business in more than 140 countries and selling more than 4.5 million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature spirited performance, expressive design, and high quality. More information on Chevrolet models can be found at www.chevrolet.com.
About Motor Trend
Motor Trend, a publication of Source Interlink Media, LLC, was founded in 1949 and has a circulation of 1.1 million and a total readership of 7 million. Internationally recognized as one of the leading brands in automotive publishing, MOTOR TREND comprises Motor Trend Magazine; the award-winning website motortrend.com; the Motor Trend YouTube Channel; Motor Trend Radio; Truck Trend; Motor Trend Classic; Motor Trend International Auto Shows; Motor Trend en Espanol; and the renowned Motor Trend Car, Truck, and SUV of the Year Awards program. The MotorTrend.com website attracts more than 5.5 million unique visitors per month and its YouTube channel averages more than 1 million views a week. Motor Trend’s social media presence spans 1.1 million followers across Facebook, Twitter, Instagram, Pinterest and Google Plus. Follow along @MotorTrend.
Andrea Bruch, Zumobi | Andrea.Bruch@Zumobi.com | 206.515.7690