Chevrolet made its debut in the 2023 edition of Big Brother Brasil last Thursday night, January 26th. The brand, which is the program’s new sponsor, was featured in the Leader’s Test. At stake was leadership and the most recent launch of the brand, the New Chevrolet Montana, a pickup truck with the smartest bucket in the category.
The objective of the dynamic, created by Commonwealth//WMcCann, a division of WMcCann for exclusive service to Chevrolet in partnership with Globo, was to obtain and organize the parts that represented loads that could be accommodated inside the Multi-Board partitions of Nova Montana – modules that provide a specific combination for better organization of the bucket -, according to the template of the test.
The leader’s challenge was won by the duo who performed the challenge correctly in the shortest time: Amanda and Cara de Sapato. Then each of them had to choose a key to try to start the car. Cara de Sapato chose the correct key and won the new Chevrolet Montana, as well as the lead. Amanda got immunity.
The leader’s test started long before the program. In the program “Encontro com Patrícia Poeta”, the spoiler was already given that the brand would appear in the house. And not only that. In a content strategy created by Coomonwealth//WMcCann, a division of WMcCann for exclusive service to Chevrolet, social networks were taken over by the concept “Less pera, mais Bora” along with ultra native internet pages: Saquinho de Lixo, which translated the concept and features of the new pickup truck in Gen Z memes; Greengo Dictionary that played with cultural expressions connected to the organization of the multi-flex bucket; Márcia Sensitiva who gave astrological predictions with the bucket of each sign; ex-BBB Arthur Picoli who joked that he was in a relationship with Montana and his fandom joined the shipp.
During the program, Chevrolet fulfilled the dream of the internet and Marcos Mion to participate in the reality show. The brand’s new CMO appeared inside the house and gave the brothers a message about the start of the challenge, in addition to providing real-time coverage on their social networks. The brand’s influencers were also covered throughout the race: Diogo Defante, former BBB Camilla de Lucas and profiles from Banca Digital.
Chevrolet made Twitter Trend Topics in four different subjects: (Montana, Chevrolet, Marcos MION and #TeamChevrolet). On Twitter there were 25K mentions for Montana. More than 3k mentions for Chevrolet and more than 4K mentions for the #TeamChevrolet promotion, resulting in 30k+ registrations. Chevrolet was the second most mentioned brand in the last 24 hours among program sponsors.
The New Montana will be available at Chevrolet dealerships in mid-February.
Want to know more about the news? Don’t forget to follow ADNEWS on social networks and stay on top of everything!
The post Chevrolet premieres on BBB 23 bringing Fred Nicácio back inside a Montana appeared first on ADNEWS.
