Apple Pie Hot Dog
Chevrolet’s iconic baseball jingle was reinvented as an actual ballpark food item fans could enjoy at the game and at home.
While the game of baseball has been a constant over the years, it has continually reinvented itself, just like the Chevrolet vehicles that take us to the sandlots and big-league stadiums. To fit the nostalgic context of the iconic 1989 movie and MLB at Field of Dreams game while staying true to Chevrolet’s spirit of reinvention, our challenge was to pull the movie’s emotional connection forward instead of simply celebrating the past.
Introducing the Apple Pie Hot Dog – where Chevrolet’s iconic baseball jingle was reinvented as an actual ballpark food item fans could enjoy at the game and at home. From the retro-branded airstream distributing free Apple Pie Hot Dogs (towed by a modern Silverado Trail Boss) to our baseball, hot dog, apple pie and Chevrolet mascots, the Apple Pie Hot Dog helped satisfy fans’ craving for escape and placed Chevy squarely in the conversation surrounding the MLB at Field of Dreams game.
The campaign exceeded expectations garnering 2.24MM overall impressions, 100K engagements, a 90% impression rate on site and 38% of all attendees trying the Apple Pie Hot Dog. And, it broke through into culture via an in-game moment, late-night TV spotlight and extensive earned media coverage.
Impact
- Chevy had a robust presence, which included multiple features and organic segments around the Apple Pie Hot Dog, including an in-game moment between John Smoltz, Joe Buck and Kevin Costner (see video)
- Higher Share of Voice then title sponsor, GEICO (.23% APHD SOV vs. .16% Geico SOV)
- The campaign generated 2.24MM impressions and 100K engagements
- 90% of all attendees at the game saw or engaged with the Chevy Apple Pie Hot Dog display
- 38% of all fans in attendance tasted the Apple Pie Hot Dog
- Extensive media coverage included a Late Show segment by Stephen Colbert (1.7MM+ views on YouTube)