National Guard “Heroes” Campaign

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This promotion was designed to synergize three key Chevrolet affiliations: The Country Music Awards, NASCAR, and the National Guard.

NASCAR drivers Jeff Gordon and Dale Earnhardt Jr. – both sponsored by the Guard – invited fans to submit videos and/or essays nominating their “National Guard Heroes.” The winning hero was, in turn, voted upon by the public… and made Chevy’s guest at the CMA’s.

The associated media included broadcast integration during weekend NASCAR races, print support, and release of a YouTube video featuring Jeff, Junior, and a squad of National Guard volunteers.