Chevy Trax 'Hidden Gems' campaign leverages social media

Chevrolet is getting creative with its social media approach, using it to introduce a new vehicle.

The 2015 Chevrolet Trax will be introduced in a social media campaign dubbed “Hidden Gems.”

The marketing campaign hopes to highlight the small crossover along with venues in Chicago and New York City that are off the beaten path.

“Trax gives you the tools to discover and share what the city has to offer,” said Steve Majoros, Chevrolet’s director of marketing for cars and crossovers.

There will be 20 so-called social media influencers creating a “social swarm,” using a mix of paid media, social media and unique experiences. The goal is to convey the crossover’s capabilities.

The influencers will post live content on social networks including Instagram and Twitter throughout their one-night experiences.

Megan Collins, a fashion and lifestyle blogger known as the “Style Girlfriend,” will serve as the host and explore the city with a local influencer in the Trax.

The campaign will commence in Chicago, where each participant will be given a specific itinerary, according to Craig Daitch, Chevy’s senior manager for social media.

“These are places you wouldn’t find in a tour guide,” said Daitch.

The Trax will transport the influencer from destination to destination.

The content will then be aggregated to an online hub in partnership with Complex Media.

Chevrolet also plans to create three long-form videos focusing on those off-the-beaten-path experiences.

“Hidden Gems” is a digital and mobile campaign and will live fully on the Web as well as in co-branded media units running across Complex Media sites.

The campaign begins Saturday and will continue through the summer.

The 2015 Trax starts at $20,995, including shipping, and is on sale now.