On June 24, the movie “Transformers 2: Revenge of the Fallen” will make it debut in China. It is one of the most expected summer movies. As the main sponsor, Chevrolet has launched a series of digital engagement programs recently by leveraging the strong popularity of the movie, especially the CAMARO Bumblebee.

• Chevrolet Transformers Microsite

http://transformers.chevrolet.com.cn | This is the core of the whole series of engagements. The key message is to gather Chevrolet customers (owners and potential buyers) together to watch the Transformers 2 movie. Consumers in Beijing and Shanghai can get the tickets through participating the campaign programs, or buy a Chevrolet car directly.

• Campaign Program 1: Create Transformers Video Clips on Youku

http://minisite.youku.com/transformers | From June 15 to July 31, Chevrolet is going to work with Youku to collect any sort of original and creative video clips which relevant to Transformers. In addition, there are some viral videos on Youku now.

• Campaign Program 2: Add Mr. CAMARO Bumblebee As A Friend On Xiaonei

Chevrolet has established a personified “CAMARO Bumblebee” profile on Xiaonei.

At the same time, various virtual Chevrolet automobile models are available in Xiaonei’s popular Parking War application. Moreover, the virtual CAMARO Bumblebee is animation, it can transform!

• Campaign Program 3: Refit Your Cars To Be The Bumblebee, Organized By Autohome.

Refitting is a very hot topic among those hardcore sports car fans. By leveraging this culture, Chevrolet is engaging and recruiting fans from Autohome to a special offline activity. Chevrolet will provide comprehensive technical support to help fans refit their cars to be the “Bumblebee”.

From the microsite to the series of engagements, Chevrolet is on the wave of the most popular digital and social media in China. All the ellements (group watch, Transformers video, SNS Parking War app, personified profile & animation, and reffiting) are wholly based on a deep understanding of Chinese Internet culture. I think this is a great campaign!

Last but not least, I believe Transformers 2 is also a great movie. Look forward to watching it soon!!!