We've all played the classic "claw" arcade game, usually in vain, wasting countless quarters trying to lift plastic-wrapped plush toys that slip out of the claw's grip. But what if you were able to use one that worked to get real prizes--like a snowboard, a vacation or even a car?
That's the idea behind a first-of-its kind outdoor promotion by Goodby and Pearl Media for the new 2012 Chevy Sonic. Chevrolet took over Hollywood Boulevard last week, with the agencies re-creating a giant-sized, 3D version of the old-school claw game in front of the famous Roosevelt Hotel. Passers-by lined up for a chance to use a human-sized joystick to direct the claw--which was projected onto the side of a building--to pick up an array of prizes including a $4,000 vacation, a Burton snowboard, and one for lucky person, a 2012 Chevy Sonic.
"With Pearl's innovative approach to experiential advertising and the Sonic's willingness to try 'firsts', we at Chevy wanted to take the partnership to groundbreaking territory. So we added the real time experiential claw game piece to it," said Kevin Mayer, director of Chevrolet advertising and sales promotion. "Sonic is up for any challenge and Pearl's Claw Game pushed the Sonic into a new gaming realm that combined old-school fun with cutting edge technology and connected the Sonic with fun-seeking consumers."
The Chevy brand has been big on leveraging outdoor stunts; recently it created a social- media powered bungee jump, also to promote the Sonic.
General Motors is hardly alone though; Josh Cohen, president-CEO of Pearl Media said the company this year has seen a spike in requests from marketers seeking help with large, 3D and outdoor executions.
"This year, Pearl Media has executed six 3D projections, three of which occurred this month, so demand is definitely growing... In advertising there is a constant wave of wanting something new, something different, something bigger and better," Mr. Cohen said.