Chevrolet shut down its Twitter page last Friday so it only included baseball fans, a General Motors rep tells Adweek. From noon until 4 p.m., Major League Baseball's 3.8 million followers on the digital platform were permitted exclusive access to the event.
Participants had the opportunity to answer trivia questions and win baseball-oriented prizes. The grand prize included tickets to next year's Opening Day, All-Star Game, World Series and other high-profile happenings.
During the four hours, the event’s hashtag, #ChevyAtBat, was among global trending topics in the Twitter community.
Meanwhile, other automotive companies have achieved marketing success with Twitter events. In August, Honda launched a five-day #Cheerance event, during which they posted cheerful videos, memes, GIFs, and other cheerful media to its 400,000-plus followers.
— MLB (@MLB) October 10, 2014
— Chevrolet (@chevrolet) October 10, 2014