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Glee the USA in Your Chevrolet and Win

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author photo by Autotrader May 2011

When Glee had its finale this week, it was merely the end of the TV season. The Glee Live Concert Tour, presented by Chevrolet, has stops planned for 18 North American markets through July 15. "Glee Live! In Concert!" stars 13 members of the television show's cast. Naturally, Lea Michele (Rachel) and Cory Monteith (Finn) will be performing.

The partnership between Glee and Chevy is what you might call "a match made in heaven." If you are a Gleek, no doubt you saw the post Super Bowl segment that featured silver Chevys against an all-white background with the Glee cast singing and dancing to "See the USA in your Chevrolet." The retro jingle is a tribute to the classic version sung by Dinah Shore in the 1950s, and the sequence has the big, bold feeling of Hollywood musicals.

The segment has since evolved into the Chevy commercial, "See the USA in your Chevrolet."

"We saw this as an opportunity to cap off an unprecedented day for Chevrolet," recalled Joel Ewanick, Global Chief Marketing Officer of General Motors. "The ads shown during the Super Bowl highlighted key Chevrolet products in a traditional way, but the Glee tie-in is a new realm for integration with a hot show on the big day."

Phil Caruso, Chevrolet Promotions Manager told AutoTrader, "We've had a relationship with Glee since it started two years ago. We wanted to tap into the fan base and make that connection with them. What Glee represents is all about the music industry – it's about young kids trying to make it into the business. It ties in with Chevy's character, which is all about helping people succeed through life. The everyday heroes!"

He added, "Promotions have evolved into branded entertainment and media integration. It's holistic…360 degrees."

When asked if the Glee connection has helped sell more cars, Caruso responded, "I think the bottom line is that we are trying to have the Glee fan become the Chevrolet fan. We have seen an increase in the market of people wanting to come in for test drives. We haven't translated it into sales yet."

But Chevy is putting their best efforts into the cause. This summer some Chevy dealerships will offer people who come in for a test drive a chance to win tickets to the Glee concert tour.

At the concerts, Chevy has recreated the look of Glee with a mock-up of the McKinley High School football field staffed with specialists dressed up as "Cheerios" and evil gym teacher, Sue Sylvester. At another venue, fans can sing along and record a video to be entered into Chevy's "Sing the USA" contest.

Even if you can't make it to a concert, go to chevy.com/glee and record your version of the song for a chance to win fame and prizes.

The winner receives a brand new Chevy Cruze, a trip to LA for a "Glee Experience" and their video gets made into a commercial! The contest ends July 15, 2011.

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This image is a stock photo and is not an exact representation of any vehicle offered for sale. Advertised vehicles of this model may have styling, trim levels, colors and optional equipment that differ from the stock photo.
Glee the USA in Your Chevrolet and Win - Autotrader