Chevrolets Technology Series rich media mobile ad campaign saw an engagement rate of 37 per cent between July and October 2012.

Created by mobile media company Zumobi using its Brand Interaction platform, the campaign ran across Motor Trend’s mobile site and apps, accompanying a series of print ads in the magazine.

One of the ad units – the expandable Paso Doble ad – saw a CTR (Click-Through Rate) of 11.2 per cent. And perhaps most impressively, 6.8 per cent of users chose to save the content to their homescreen via the Zumobis Footprint feature, creating a leave-behind app on their device.

“We presented Zumobi with a challenge to preserve the creative elements of our print and online campaign to create a cohesive brand identity across mediums and yet build a unique experience that addresses the specific usability and content aspects for mobile,” said Carolin Probst-Iyer, manager of digital consumer engagement at General Motor’s Chevrolet division. “They far exceeded our expectations on mobile. The results are a testament to the success of this campaign, and the ZBi platform.”