Going For A Guiness World Record

Gail Chiasson, North American Editor

Back on Dec. 16 and 17, Chevrolet partnered with Pearl Media, non-traditional, out-of-home media company, and ad agency Goodby Silverstein & Partners to deploy the World’s Largest Claw Game in an attempt to set a Guinness World Record.

The event was part of the Chevy Sonic ‘Let’s Do This’ campaign, which promotes firsts and has featured a series of never-seen-before stunts.

The execution was believed to be the first-ever interactive 3D mapping projection, capturing consumer attention and living beyond the event virally through social media.

Using the latest in 3D interactive technology, consumers were able to navigate the giant 3D projected claw using a human-sized stick shift set up in front of Hollywood Boulevard’s famous Roosevelt Hotel, on which the claw game was projected. Hundreds of people took control of the stick shift in an attempt to grab one of many prizes, including a dream vacation, a trip to SXSW (annual music, film, and interactive conference and festival held in Austin, Texas), a Burton Snowboard, or $100 in Live Nation concert cash. One lucky winner walked away with the grand prize: a 2012 Chevy Sonic.

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