During Ad Week in Sep, Yahoo! unveiled a campaign for General Motors, a login page take-over that utilized big, rich canvas and vast scale to promote three GM autos. Over a three-day period, this pilot program, called “Digital AdVentures,” showcased the Chevy Malibu, Traverse, and Equinox as Yahoo! users logged in to their accounts (a page visited by 26 million Americans every day).
The campaign also generated greater incremental brand awareness for cars. After bring exposed to ads recall increased: 11.4% for Equinox, 8.9% for Traverse, 5.9% for Malibu.
The campaign drove some 100,000 incremental visits to Chevrolet site.