{"id":4762,"date":"2013-03-08T15:22:57","date_gmt":"2013-03-08T15:22:57","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=4762"},"modified":"2014-12-20T19:19:01","modified_gmt":"2014-12-20T19:19:01","slug":"chevy-proves-long-form-content-marketing-on-a-mobile-device-can-work","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2013\/03\/chevy-proves-long-form-content-marketing-on-a-mobile-device-can-work\/","title":{"rendered":"Chevy Proves Long Form Content Marketing On A Mobile Device Can Work"},"content":{"rendered":"

When it comes to content\u00a0marketing<\/a>\u00a0the prevailing thought among marketers is that the longer the content the less likely it will be used on a\u00a0mobile<\/a>\u00a0device. The thought being that people will not engage with long form content marketing on a mobile device thus that type of content is best served on a PC.<\/span><\/p>\n

Well based on the results of a recent joint campaign between\u00a0<\/span>Chevy<\/a>\u00a0and mobile media company\u00a0<\/span>Zumobi<\/a>, marketers may want to rethink long form content marketing and its potential use on mobile devices.<\/span>\"CHY_SM_V_K_4C\"<\/a><\/p>\n

As part of the Chevrolet Technology Series campaign, the idea was to take\u00a0a six-part print and digital advertorial series and transform it into a mobile experience that would run across\u00a0Motor Trend\u2019s print magazine and website, as well apps for iOS and Android devices.<\/span><\/p>\n

Repurposing Content<\/strong><\/span><\/p>\n

The idea to repurpose existing content across other channel is nothing new of course but the idea of taking print and digital content and conveying that same content in a mobile format is unconventional to say the least.<\/span><\/p>\n

For\u00a0Carolin Probst-Iyer<\/a>, manager digital consumer of engagement at General Motor’s Chevrolet Division this was unchartered waters but just another example of Chevy’s commitment \u00a0to innovation when it comes to content marketing.<\/span><\/p>\n

“Chevrolet is always looking for new ways to provide content to consumers,” she said. “By repurposing our content from print and digital we were able to create a new experience for consumers and maintain a cohesive brand identity across mediums.”<\/span><\/p>\n

She added that “this is the first time that Chevrolet has taken such rich content and provided a way for consumers to interact with this type of material on their \u00a0mobile device.”<\/span><\/p>\n

Rise To The Challenge<\/strong><\/span><\/p>\n

Probst-Iyer made the challenge quite clear to the folks at Zumobi. \u201cWe presented Zumobi with a challenge to preserve the creative elements of our print and online campaign to create a cohesive brand identity across mediums,” she said. “And yet build a unique experience that addresses the specific usability and content aspects for mobile.\u201d<\/span><\/p>\n

For his part, Zumobi CEO\u00a0Ken\u00a0Willner<\/a>\u00a0was more than ready.<\/span><\/p>\n

“We viewed this campaign as an opportunity to\u00a0leverage\u00a0our Zumobi Brand Integration (ZBi) platform and utilize the technology that we\u00a0have developed\u00a0in\u00a0order to bring the Chevrolet Technology Series\u00a0brand\u00a0experience to mobile,” he said.<\/span><\/p>\n

But he said the biggest task was to take content that was created for one medium and use that came content in another medium without losing any of its value.<\/span><\/p>\n

“The\u00a0primary challenge we faced was in how to translate this long-form content experience which was originally designed for print, to mobile devices,” said Willner.<\/span><\/p>\n

Here’s a brief video<\/a> of what a user would see on his\/her mobile device.<\/span><\/p>\n

The Results Are In<\/strong><\/p>\n

I would say that based on the results below the challenge was not only met, it was exceeded and then some.<\/span><\/p>\n