To demonstrate how GPS works, Chevy took over three gas stations across the globe to inspire positivity among customers.
It gave customers in Buenos Aires, Cape Town and New Orleans the chance to pay for gasoline with positivity by experiencing Chevy GPS. It gave each customer free gasoline based on his or her positivity score—the higher the score, the more free fuel he or she received.
“Partnering with a locally owned gas station was key to allowing tighter integration into the pump itself,” Craig Daitch, senior manager of social media and brand communications for Detroit-based Chevrolet told CSP Daily News. “We built a form-fitting shell around the pump to hide existing graphical design and with a single touchscreen interface we replaced all user interaction. After our functional ‘hero’ pump was constructed, we dressed the remaining pumps, as well as the station, to blend into the overall aesthetic of the Chevrolet brand. Through a private wireless network, the pump transmits to our server rack out of view, allowing communication with IBM Watson and monitoring of the entire system remotely.”
“In addition to the technical and graphical work, we worked closely with station employees to guide drivers through the experience and to ensure the proper amount of gas was received,” he said.