Chevy Sonic arrives at Studio 23
IN 2011, it was via the Hollywood action blockbuster Transformers 3 that American car company Chevrolet rolled out its special Camaro edition, a starring role that significantly upped the sales of the bright yellow Bumblebee-inspired auto.
Over here in the Philippines, Chevrolet’s marketing department has singled out Studio 23, dubbed as the “IbaKabarkada!” channel, to shine the spotlight on its all-new Chevrolet Sonic, with the Game On! The Chevrolet
Sonic Celebrity Challenge! A twoepisode special on April 6 and 13, the show pits two celebrity teams of three on a day-long race on wheels filled with fun yet difficult games.
“This practice of Chevrolet to feature cars in movies or TV shows is based on the target market of particular vehicles,” said Lyn Buena, marketing director of The Covenant Car Co. Inc. ( TCCCI), exclusive importer and distributor of Chevrolet vehicles, parts and accessories in the Philippines. She was speaking at Game On’s press launch on Tuesday. “Certainly, it worked for Transformers 3, and we believe that here, it will work with a show on Studio 23 whose audience— just like our celebrity challengers— fit the target market for the Sonic, in looks, lifestyle and substance.
Game On’s dueling teams who epitomize the new Chevy are: Sonic Blue, with real-life couple, PBB cutie Paul Jake Castillo and Star Magic’s actress Melissa Ricks, and TV Patrol’s vibrant showbiz anchor, Gretchen Fullido. Team Sonic White consists of Fear Factor Hunk Manuel Chua, The Blue Eagles Volleyball siren, Gretchen Ho, and ABS-CBN’s seasoned host Andrei Felix.
The Game On! The Chevrolet Sonic Celebrity Challenge! will air at p. m. on April and 13 on Studio 23.