Chevrolet is angling for younger fans with a sponsored ad on Twitter that brings users to a microsite featuring a mobile-optimized quiz informing players of the compact vehicle best suited to their personalities.

Chevrolet is ramping up awareness for its latest line of compact cars by sponsoring advertisements on Twitter ? a popular social network for millennials and younger consumers ? and driving them to its dedicated campaign microsite. There, consumers can take the five-question quiz, featuring interactive imagery accompanying each question, to discover which of Chevy?s small vehicles ? the Trax, Spark or Sonic ? best fits their lifestyles.

?Chevrolet?s new line of small vehicles is targeted for young, socially-savvy buyers and its mobile-optimized campaign is a great way to increase awareness in a fun, entertaining way,? said David Naumann, director of marketing at Boston Retail Partners. ?The target market for these vehicles spends a lot of time on their mobile devices and making campaigns mobile-friendly is an imperative.

?Chevrolet has done a fantastic job of making the smallmate campaign and the mobile-friendly Web site ChevySmallCars.com very hip, cool and fun, which will resonate with the young audience.?

From soulmates to smallmates
Twitter users may spot Chevrolet?s sponsored ads peppered throughout their feeds, advising them to ?forget soulmates? and take the brand?s quiz to identify their smallmate, referring to one of its compact vehicles.

Individuals will then be brought to the mobile-optimized campaign microsite, www.chevysmallcars.com, which is also accessible via desktop. There, consumers can opt to take the five-question quiz to determine which of Chevrolet?s new vehicles fulfills their smallmate needs.

Each question offers three answer choices. Above the written responses, users will also see moving imagery that corresponds to each answer.

For example, the first question of the quiz says, ?Heading into the city, you find your route is blocked by a parade. Do you??

Choice A says, ?Find the tiniest parking spot in the city and catch a ride on a passing float,? choice B suggests, ?Nimbly avoid the whole mess with a super-secret shortcut? and choice C says, ?Stop and hit social media to see if any of your friends in the city are out of town and ?borrow? their parking space.?

The interactive imagery accompanying this question features a person shouting into a bullhorn, reading a map and looking around to delineate choice A, B and C, respectively.

Another question asks players what they would do with a magic lamp they bought online that contains a second-rate genie who can only grant tanks of gas.

Once users have completed the entire quiz, Chevrolet will display their ideal smallmate on a results page. There, consumers can view a photo of their best-fit car, read a description, and choose to ?meet? the vehicle on Chevrolet?s mobile site or retake the quiz for a different result.

Marketing to millennials
Chevrolet?s trendy microsite is likely to hit a home run with younger consumers looking to purchase a new car. The brand?s coined phrase, ?smallmate,? refers to ?an awesome yet small car ideally suited to being a close friend or adventuring partner.?

While this is not entirely directed toward millennials, consumers in younger age demographics or those living in urban areas may be more interested in purchasing a more compact vehicle as opposed to an SUV or minivan.

Chevrolet has previously leveraged mobile marketing strategies to widen its appeal and reach new audiences.

In April, Jeep and Chevrolet went head to head with contrasting approaches on Snapchat as the latter shared an interactive lens to promote the new 2016 Cruze design while the former?s still-filter celebrated 4x4 Day (see story).

However, the automaker?s foray into mobile gamification will likely be the more effective tactic.

?We are seeing a growing trend among retailers to use quizzes and other interactive games to engage consumers with the brand,? Mr. Naumann said. ?According to a recent BRP survey, 87 percent of retailers plan to use gamification to engage the customer within five years.?