Chevrolet is seeing success with site growth and traffic since launching a series of mobile sites.

The General Motors Co.-owned auto brand worked with Acquity Group to enhance the brand's mobile strategy via dedicated campaign sites, new features. As a result, site visits to the Chevrolet mobile site grew 61 percent in the six months after the July 2012 launch and gallery views of images on the mobile sites saw a 400 percent increase year-over-year while views of vehicle features and specifications rose 700 percent.

"With the redesign of the Chevrolet mobile experience, Acquity Group accomplished everything we hoped to achieve and more," said Ryan Zemmin, digital manager of Chevrolet, Detroit, MI. "Acquity Group's work has equipped the Chevrolet brand with mobile resources that are more closely aligned with our customers' expectations and our reputation as an industry leader."

Looking to mobile Web
As a part of this new initiative, Chevrolet has released a number of specific mobile sites along with applications and other mobile properties, and the company claims much success already.

One of the first steps Chevrolet took towards mobile was via the mobile Web.

The company built a unique mobile destination that is linked with the ?Chevrolet Total Confidence? campaign to give Chevrolet new ways to promote current offers and discounts to car buyers.

The effort also provides a tool for calculating real-time Chevrolet Total Confidence net pricing.

Another mobile site is devoted to highlighting Chevrolet?s partnership with Manchester United FC and One World Futbol. The mobile site is available in six languages and now incorporates a new partnership with the Liverpool FC.

This site explains the campaign, offers videos and pictures and shares stories from volunteers and participants. It also links to the site where users can donate a one world futbol.

A third mobile site showcased the redesign of the Corvette and the re-emergence of the Stingray. The site was released during the 2013 North American International Auto Show and doubled Chevrolet?s mobile traffic overnight while generating consumer awareness for the 2014 Corvette Stingray.

The Corvette site allows users to swipe through a number of videos and pictures of the car and its features. Users can view the car in different colors and with different wheels, as well as find nearby stores and special offers.

Mobilizing a platform
Additionally, Chevrolet aimed to create a comprehensive vision and platform, ?Find New Roads.?

In conjunction with Acquity Group, Chevrolet developed applications and other mobile properties to develop this platform.

Chevrolet released ?Find New Roads? during the 2013 Grammy Awards.

Revving up mobile
Chevrolet has seen a return on effort with mobile in the past as well.

For example, its mobile video ad campaign for its Sonic brand yielded a 2.7 percent click-through rate (see story).

Additionally, its mobile ad campaign in the Motor Trend app delivered a 37 percent engagement rate (see story).

"Going into the Chevrolet project, our team was energized by the opportunity to build a truly unique mobile asset for one of the most established brands on the planet," said Ellen Duncan, mobile account manager for Chevrolet at Acquity Group, Chicago.

"But, at the same time, we understood that it would take an equally unique approach to translate the functionality and design features of Chevrolet's desktop experience into the mobile space," she said.

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York