Chevrolet Sonic from OK Go Video Stars at N.Y. Auto Show
By: Chaiti Sen
April 2, 2012 8:13 pm ET
In a city that knows a thing or two about musicals, consumers attending the New York International Auto Show can meet a way off-Broadway star. It’s the famous Chevrolet Sonic 5-door hatch and YouTube sensation that recently “performed” in an OK Go music video.
The Sonic will be housed in a special display that includes a video loop showcasing the making of the “Needing/Getting” video, and the latest Sonic “Anthem” TV spot. Using two photo kiosks, Chevrolet will encourage visitors to pose in front of a “green screen” with a guitar prop from the video, take photos and broadcast a customized image via social media.
In addition, show goers will get a link that allows them to download the music track for free.
The New York Auto Show is open to the public April 6-15 at the Jacob Javits Center.
“With more than 18 million YouTube views of the OK Go video, we know the Sonic will bring thousands of curious fans into the Chevrolet booth,” said Grace Morgan, director, GM Global Marketing and Strategy. “That’s why our New York Auto Show experiences, just like car travel itself, are meant to be shared with friends and family.”
Filmed on a closed test track in the California desert, the video features a performance of “Needing/Getting” by alternative band OK Go, known for its creative, elaborately crafted videos. Band members performed the song inside the car as front man Damian Kulash drove the Sonic – equipped with microphones, cameras and long-arm projectiles – through courses lined with 1,157 pianos, tuned tubes and guitars.
The video took four months to plan and four days to shoot. Kulash enrolled in stunt driving lessons to pull off the Sonic’s swift musicianship through the road course, and Chevrolet was so pleased with the results that it included part of the video in its Super Bowl advertising.
Check out the OK GO video at: http://youtu.be/MejbOFk7H6c
Chevrolet figures prominently in GM’s consumer activities in New York. The Sonic Studio, for example, will be set up in the Link, which leads to the Javits Center’s North Hall. It offers a Sonic Boom interactive DJ experience and invites guests to express their creativity on a simple white board and make a button to wear.
Consumers may also vote for their favorite of two Chevy concept vehicles and pin on a button supporting either CODE 130R or TRU 140S.
Here’s what else consumers can expect to see and do in New York:
Chevrolet: New in the Chevrolet booth is the all-new Chevrolet Impala full-size sedan – where visitors can make buttons to wear – and a newly enhanced version of the Traverse crossover.
An interactive touch screen educates customers about the Chevrolet Volt, and a vignette on the lower level shows the location of available charging stations within the greater New York area.
Other activities include a Facebook application that allows users to plant a virtual tree as part of a Chevrolet-sponsored carbon reduction program.
Buick: Visitors may view their choice of six videos that explain the technology behind eAssist light electrification technology. This fuel-saving technology is standard on the Buick LaCrosse and available on the Buick Regal. In addition, a video vignette shares the Buick Human Highlight Reel, in which Buick and the NCAA honor athletes who have made a difference in the lives of others.
GMC: Users can view detailed engine information and a get a high-level look at GMC technology via two sensa cell displays. The Denali lounge offers a comfortable environment where consumers can relax next to a “fireplace” and recharge their electronics after all that Tweeting and photo sharing.
Cadillac: Guests can delve into the DNA of Cadillac V-series production and learn about the benefits of owning a Cadillac via the Cadillac Shield interactive display. Two sensa cell video players show the features of Cadillac powertrain technology.
In addition, each brand will demonstrate its smartphone-integrated infotainment technology: Chevrolet (MyLink); Buick and GMC (IntelliLink) and Cadillac (CUE). OnStar kiosks and live demonstrations of the OnStar mobile app also will be provided.
To get tickets to the show visit: http://www.autoshowny.com/