General Motors' Chevrolet  is showing off its Sonic car model via mobile ads that gives users an inside look at its features.

Chevy is using the mobile ads as part of a broader campaign to market the sedan and hatch cars to a tech-savvy group of consumers. Chevy is running the mobile ads inside the Words with Friends mobile application.

?Chevy is clearly taking advantage of the gamification trend in mobile marketing with this campaign and advertising for it on a social game makes a lot of sense,? said Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston.

?The game theme runs deep here, as even the name of the car is linked with a video game ? ?Sonic The Hedgehog? ? a character that many in their target demographic likely used to play,? he said.

?Words With Friends is a very social game, with sharing is at its very core.?

Mr. Kerr is not affiliated with Chevy. He commented based on his expertise on the subject.

Chevy did not respond to press inquiries.

The Chevy banner ads read, ?Introducing the lively all-new Chevy Sonic? and encourage users to tap to learn more.

The ads also feature the campaign?s slogan ? Let?s do this.

When users tap on the mobile ad, they are taken to Chevy?s mobile site where the landing page promotes the Sonic car with ad copy that says, ?Are you game? The all-new 2012 Sonic.?

Users can then learn more about the car?s two models ? a hatch and sedan ? and customize their own vehicle by picking a color.

Car shoppers can also browse through a photo gallery to view the car from different angles. Via the mobile site, users can also find local offers, a dealership and request information about the car.

To help show users all of the Sonic options, Chevy has created a HTML5-based mobile microsite that lets users customize their car by using their finger and the mobile device?s screen to build their perfect car.

A Web-version of the microsite is also available at http://www.chevrolet.com/sonic-family/. 

The Chevy campaign centers around the ?Let?s do this? slogan with a mix of mobile, digital and social media ? all of which are elements meant to be shared.

By using a mobile game app such as Words with Friends to advertise in, Chevy is able to target the type of consumers that the campaign aims for.

This is not the first time that Chevy has centered a campaign around a game. 

Last year, the company teamed up with Scvngr to give away 27 new cars to users who completed a task in the city to vie for a chance to win a car (see story). 

?Clearly, Chevy wants their target audience to use mobile to discover their new car, play with it and share the news with friends,? Mr. Kerr said.

?So, pushing a mobile campaign on a popular mobile game makes a lot of sense,? he said.